Trendwatch: Brand sacrifice

This article describes the rising expectations consumers have of brands to behave ethically, including making sacrifices for society and the planet.

Trendwatch: Brand sacrifice

David MattinTrendwatching.com

One counter-intuitive insight for 2015? Consumers don't want to make the world a better place. They want brands to do it for them. When it comes to betterment (think self, society and planet), many consumers are setting more stringent standards for brands than they are for themselves. After all, it's the brands themselves who created – or at least cultivated – many of the bad behaviours and poor lifestyle choices that well-meaning consumers are now trying to change. Now, consumers are setting the standards they think brands deserve, conditioned by decades of unethical operations,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands