The new brand promise

The consumer desire for convenience and transparency

Kirk McDonald, GroupM’s CEO in North America, on what consumers will crave from brands in 2022, how only those brands that are looking to disrupt themselves will get ahead of the curve and the importance of building more customer intimacy without being customer intrusive.

Discover more predictions for 2022

published on

09 December 2021

Category

Communications

Related Topics

Branding Consumer behaviour

More in Communications

Colourful shapes set on the profile of a face

Brand Guardian helps navigate DE&I

Discover how an AI called Brand Guardian can assist by helping brands implement DE&I policies in their marketing

Illustration of person, buildings that have been damaged and trees all in blue, green and grey

How the war in Ukraine impacts behaviour

When it comes to dealing with the war in Ukraine, seven different consumer coping strategies – including emotional retreat and surrender to fate – have emerged among consumers. [m]SCIENCE’s qualitative experts explain the role of brands in offering support in times of crisis

Illustration of group of diverse people on purple background

Inclusion’s next wave

Being inclusive helps to shape better brands and businesses and, more importantly, results in a better world – and a better future – for everyone. By Marie Stafford and Sarah Tilley