Brands are moving from performative activism to actively engaging with causes their customers care about. This shift ensures genuine impact, avoids "washing" accusations, and builds trust by aligning with consumer values and providing tangible results.
National food brands are struggling due to inflation, losing market share to cheaper private labels. Consumers question their value proposition and transparency, while retailers have become more vocal. National brands need to justify their prices, rebuild trust, and communicate effectively to stay relevant. What lessons can be learned from winning brands?
Last year’s Rugby World Cup saw brands leveraging sponsorship opportunities, with most sticking to traditional themes. However, Volvic's campaign featuring Antoine Dupont in a nature setting, emphasizing personal connection and values, stood out, highlighting a potential shift towards more empathetic and meaningful sports advertising.
Second-hand luxury is booming in France, driven by affordability and sustainability. French consumers, particularly women, are embracing pre-owned luxury goods, making high-end items more accessible and appealing.
Successful brands harness understanding of their context to get ahead. Brands shape people’s expectations and use empathy and creativity to deliver brand success. Figuring out the citizen behind the consumer and the person behind the citizen, Ipsos guides brands on their journey to success.
