Business urged to rethink advertising strategies as consumers lose faith

Majority of consumers think brands "are completely selfish" and are more likely to buy from brands with a commitment to improving people’s lives

Businesses are being warned to rethink their marketing practices or lose custom according to a report from marketing agency Sense which purports that 88% of UK consumers now believe that brands are “completely selfish”.

Polling 2,000 UK consumers, the Generous Brands report revealed that just 3% of people believe brands understand their personal needs with 72% of the opinion that “all brands do is talk about themselves”.

The survey revealed that 70% of consumers are more likely to buy from brands that advertise through ‘real actions’ and those that have a commitment to improving people’s personal lives (cited by 50%).

Sense planning director, Alex Smith, has said businesses should take the findings seriously:

“A generous brand takes an interest in people’s lives, it does things for them and puts its money where its mouth is. Our research shows that people would be more open to brands that behave generously and show commitment to improve their lives.

“To do this they need to change their approach, as most people find existing campaigns boring and are four times more likely to trust a brand that connects with people through real actions in the real world rather than just advertising.”

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