F.Y.I.

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%).

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