Entering  the  age  of
cynicism
Entering the age of
cyni
cism
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395,000

In its 12th year, Havas Group’s landmark study of brand value, surveying over 395,000 people around the world, uncovers deepening cynicism, alongside a growing expectation gap in consumers’ relationships with brands and businesses.

75%

of brands could disappear and would be easily replaced

Less than half

of brands - 47% - are seen as trustworthy

71%

of people surveyed have little faith that brands will deliver on their promises.

395,000

In its 12th year, Havas Group’s landmark study of brand value, surveying over 395,000 people around the world, uncovers deepening cynicism, alongside a growing expectation gap in consumers’ relationships with brands and businesses.

75%

of brands could disappear and would be easily replaced

Less than half

of brands - 47% - are seen as trustworthy

71%

of people surveyed have little faith that brands will deliver on their promises.