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Global brands may have spent billions over recent years putting customer love into the DNA of their advertising strategies, but for the majority of today’s consumers, brand loyalty is firmly a thing of the past.

New independent research launched today, The Truth Report 2018: The trouble with Real People, conducted by strategic marketing and advertising agency, FKC reveals that the majority of consumers (51%) are unable to identify a favourite brand, whilst the vast majority of us (74%) often feel confused by brand advertising and messaging.

The aim of the research was to help all ‘brands’ understand how to communicate better with their target audiences, shedding light on some of the common errors and misunderstandings linked to the changing behaviours of everyday people in an anguished retail world.

Of the 2,032 people that FKC spoke to, tour operators (41%), department stores (35%), shopping centres (32%), car brands (34%) and casual...

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