Increasingly informed and aware

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Establishing a conversation between the brand and the consumer is vital according to Amélie Aubry, Brand Managing Director at Elan Edelman France. "What we are looking for now [for brands] is conversation; emotion is necessary but not sufficient when we are faced with so much distrust. Our goal is to regain the trust of consumers, or rather citizens!"

Brand transparency and responsible use of data is essential egypt cell phone number list because "as consumers become of data use and privacy issues, it is important not only that advertisements are perceived as such, but above all that the message delivered is authentic " as the report highlights .


Working on the advertising context is also necessary "to regain the interest and confidence of consumers. Otherwise we will have consumers who are massively indifferent to advertising in the best case scenario, or who will even reject advertising" continues François Nicolon.
Another challenge for brands is to understand how consumers seek information about brands in order to best adapt communication channels. 72% on the internet; 53% from friends and family; and only 31% via advertising. It is therefore not primarily advertising that consumers turn to for information . Especially since it is considered the least reliable source for seeking information, a phenomenon that is all the more pronounced in France.