Consumers Seem to Be Falling Out of Love With Brands

Less interested in sharing information about them

More people today are using online reviews—sidestepping the role of marketers—and look at both the good and the bad before making a buying decision. Meanwhile, generics are gaining on name brands and many brands have seen their bonding score—a measurement of brands’ awareness and relevance with consumers—decline over the past five years. Is this the end of the affair? 

Illustration: Carlos Monteiro