100% of Australians will publicly shame an industry if it steps out of line, new study reveals

Public relations agency WE Buchan has claimed 100% of Australians will ‘gladly’ publicly shame an industry if it steps out of line in its new ‘Brands in Motion’ study.

Of the 4,908 people surveyed, 83% also said brands provide stability for them in times of uncertainty.

The study found 68% of people expect brands to take a stand on important issues, with a further 67% agreeing brands which are ‘cutting edge’ will have positive brand outcomes.

Rebecca Wilson, CEO of WE Buchan, said in a statement: “Unlike previous assumptions about brand positioning, which assumes a static view of customer perceptions, brand motion takes into account the influence of broader environmental factors and underlying consumer expectations.”

Meanwhile, out of all the eight brand categories surveyed – including Computing Devices, Smart Home, Automobiles, Finance and Banking, Health and Wellness, Alcoholic Beverage, B2B Tech and B2B Healthcare – 54% said of Australians said they ‘loved’ the industry.

The Tech B2B category had the largest amount of Australians who said they would defend the industry ‘to the end’ (48%).


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.