PR Journal: "Companies have to become meaningful"

"Brands in Motion": Companies have to become meaningful

The international communications agency WE Communications (WE), based in Munich, Germany, publishes the third edition of the Brands in Motion study. 

Thomas Dillmann, PR Journal, September 24 2019

So far, over 80,000 consumers and B2B decision-makers worldwide have been surveyed for the study. 

The new results show that the demand for what brands have to do beyond their product promise is still high. It is no longer just a matter of taking a stand on social issues - brands must themselves become pacifiers. A special role is played here by the responsible use of technology.

At the same time, as consumers continue to hope for technological advances to improve their lives, they are skeptical of the speed at which this process takes place. This presents brands with challenges because they are expected to play their part in making the world a better one.

New technologies: between high expectations and simultaneous skepticism

Digitalization and technological innovation bring us closer to everything that happens on - and with - our planet. But while technology enables us to connect with others and access information more easily than ever before, humanity in its entirety seems to take a contrary course. A path marked by separatism, increasing nationalism, fake news, and an obvious helplessness to join forces internationally to address the environmental challenges of our and future generations.

Against this background, WE's global study Brands in Motion 2019 shows that consumers, despite all the scandals, take technology as part of their lives: German consumers see technologies as a valuable part of everyday life that makes their work easier (66 percent each), and 69 Percent of respondents felt that the change involved was too fast. In addition, more than half of consumers say that technology restricts their interaction with other people and has a negative impact on their health.

Although consumers vary between expectation and skepticism, they are on the whole optimistic about new technologies. They hope that brands will provide more stability (66 percent) and make their lives easier by using new technologies (74 percent).