Data Snapshot

Consumers Don’t Believe Brands Care About The Same Things They Do

March 16th, 2023
Dipanjan Chatterjee, VP, Principal Analyst
Dipanjan Chatterjee VP, Principal Analyst
With contributors:
Mike Proulx , Melissa Bongarzone , Bruna Venicio

Our interactions with brands have changed dramatically in recent years. What used to be arm’s-length, impersonal transactions have evolved to become relationships where consumers have greater expectations of the brands they patronize — from caring about the same things (like the environment or faith-based principles) to living up to their promises. But how are brands faring? Not very well. Most consumers do not believe that brands care about the same things that they do or that brands will do as they say. Some brands, like USAA and Trader Joe’s, perform better on these counts, while others, particularly social media brands, rank at the bottom.

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