Cynical consumer seeks brands for meaningful relationship

Nick Baker

The article considers the reasons why people have become increasingly cynical about the world, including about marketing companies, but remain generally positive about brands.

Cynical consumer seeks brand for meaningful relationship

Nick BakerOgilvy London

The end of the second millennium saw quite a few bereavements for the citizens of the developed economies. God has apparently been on the critical list for a while, which has led people to seek solace in the material rather than the spiritual comforts of life. Communities in their traditional forms of the extended family, the neighbourhood or the village have ceased to be a major factor in many people's lives, leaving us with a deep emotional need to find substitutes or to create simulations.

Certainty has also deserted...

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