'What Part Of The Word 'No' Don't You Understand?'
Why the dissatisfied consumer will not put up with arrogant brands any longer
Caroline Chandy Publicis
Introduction
As part of our regular monitoring of consumer trends, Publicis has observed a new mood emerging amongst the British population over the last two years. Britons are becoming much more assertive in how they relate to brands, to other people, to their employers and in the way they live their lives.
In our report in 2001 'The Dissatisfaction Syndrome', we identified how Britain had become a nation of dissatisfied people. Our survey showed...