2021
The Age of
Cynicism
Meaningful Brands™
2021 Global report
75%
of brands could disappear and would be easily replaced
Consumers are desperately seeking for transparency & tangibility - but brands are coming up short
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The 2021 Meaningful Brands™ report shows that 75% of brands could disappear overnight and most people wouldn’t care, or would easily find a replacement

The 2021 survey, also shows a growing lack of trust in brands – with 71% of people having little faith that they will deliver on their promises. What’s worse, only 34% of consumers think companies are transparent about their commitments and promises. Brand trust, as measured in the Meaningful Brands™ study, is at an all-time low.

Only 47% of brands are seen as trustworthy with trust metrics around the world in decline – only 39% of brands are trusted in North America, while only 24% are trusted in East Asia. Discover how brands can continue to build and foster meaningful relationships in the Age of Cynicism.

47%
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of brands are seen as trustworthy
39% of brands are trusted in North America, while only 24% are trusted in East Asia
34%
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of consumers think companies are transparent about their commitments and promises
71% of people have little faith that they will deliver on their promises
73%
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of global respondents believe brands must act now for the good of society and the planet
Despite the growing cynicism, our expectations of brands are at an all-time high, creating a significant expectation gap
53%
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of people are willing to pay more for a brand that takes a stand
64% of people have entered their own age of action, preferring to buy from companies with a reputation for purpose as well as profit
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