Unconscious bias and the declining relevance of brands and advertising

The Brexit vote revealed a divided UK, one which is replicated to a large degree in how agency employees view the world compared with the people they are creating advertising for.

In 2017, Trinity Mirror carried out extensive research which revealed that brands and advertising are losing relevance and are increasingly out of touch with most consumers. Andrew Tenzer, Head of Group Insight at Trinity Mirror, and Ian Murray, co-f

The result is that advertising is no longer the significant part of popular culture it once was. “Our view is we need to manage this subconscious bias, because otherwise this chasm that’s happening is going to get wider and wider until we’re shouting out to our audience and they can no longer hear us,” stated Tenzer in conclusion.

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