We truly appreciated the extracts from McCann Worldgroup’s Truth About Global Brands 2: They explore both the macro cultural forces and the local impacts on brands. Conducted by McCann’s Truth Central, the study surveyed more than 24,000 people in 29 countries. More so, since important particular points are in line with other findings from the Greek market, we make the connections in this synopsis.
TRUTH IS THE MOST VALUED CURRENCY Trust in institutions drops in most countries, as manifested in Greece by MRB. The good news is that brands are seen in a relatively optimistic light. Globally, people have more than double the amount of trust in companies (from technology companies to supermarkets) than in politicians. What’s more, two-thirds of people are open to brands playing a broader role in society. However, it is important to note that while brands have permission to play a more substantial role, how they do so is also under greater scrutiny.
THE NEW ORDINARY Today, 57% of people globally agree that their country is in a state of conflict. So the yellow jackets uprising in Paris should not take the establishment by surprise, if it only had been attentive.
THE EMPATHY GAP In the past three years, the survey witnessed a rise in intolerance in every market interviewed. A fact verified also in Greece by the WORLD VALUES SURVEY, sponsored by DIANEOSIS
GLOBAL BRANDS IN A LOCAL WORLD The study revealed that consumers’ fears are often global, whereas their hopes are increasingly local and closer to home. In this context, it’s unsurprising that we’ve seen a rise in trust for local brands, a fact that in Greece has been interpreted as a pure product of the financial crisis. We see now that there are greater forces in the play.
The original synopsis: