Brands in Motion

Brands live in a world of constant motion. Economics, culture, competition, crises, regulation — every little moment affects how consumers see you. And bad news — you don’t have control over any of it. So are you propelling your brand, or is someone or something else? Or is it both? And what can you do about it?

WE Communications, in partnership with YouGov, set out to understand this world of motion — and how brands might harness that movement to navigate the complexities of disruption and dislocation, and win consumers’ love.

Brands in Motion is a global study of how consumer perception shifts over time. The 2018 iteration of Brands in Motion surveyed more than 25,000 consumers and B2B decision makers about eight categories across eight global markets. What did we find? A set of new realities and insights that show how consumer attitudes shift over time, and data-backed principles brands can use to help them navigate an always-changing world.

It’s time to find your momentum and get moving.


Melissa Waggener Zorkin, CEO

Brands in motion 2018 whitepaper

Learn about the study, motion across markets and categories, and our key takeaways for 2018.


In a hurry? This infographic visualizes our key takeaways for 2018.


Want to see how attitudes in Germany stack up against the global averages? Curious to compare the most optimistic markets to the most pessimistic? Complete the form below and take a deep dive with our country data.






South Africa

United Kingdom

Check out more insights on our blog.

Brands in motion 2017

We've recently released all market and category data to the public.