Your Brand Can't Message Its Way Into Culture Anymore.
Second, consumer expectations shifted irreversibly.
People now expect brands to be useful , not just meaningful. A 2024 Edelman study found that 67% of consumers define brand trust primarily through “helping me solve problems” rather than “sharing my values”—a complete inversion from 2015 when values alignment dominated. Cultural resonance still... See more
People now expect brands to be useful , not just meaningful. A 2024 Edelman study found that 67% of consumers define brand trust primarily through “helping me solve problems” rather than “sharing my values”—a complete inversion from 2015 when values alignment dominated. Cultural resonance still... See more
Adrian Barrow • Your Brand Can't Message Its Way Into Culture Anymore.
People now expect brands to be useful, not just meaningful