Consumers In Emerging Economies More Emotionally Connected With Brands

by T+B Blog Team on May 2, 2014

Consumers in emerging markets such as Brazil, Mexico, and the Philippines are more likely to fall in love with a brand than people in developed countries, with many even ready to call certain brands a member of their own family.

These findings come from a recent poll carried out by global marketing agency Momentum Worldwide, which approached over 6,500 consumers across the world to find out more about their attitudes towards popular brands. Summarized in an infographic, the results found that the strong brand affection found in emerging economies was in stark contrast to brand relationships in Britain, Japan, and the United States, for example, where people showed a broad indifference towards some of the most well-known names, including McDonald’s and Apple. The growing frustration with brands among populations with strong spending powers could be down to their long exposure to brand messages, which no longer resonate with consumers. The opposite is happening in developing economies, where people are just starting to discover brands, Marketing Week reports.

In Britain, for instance, 54% said they consider certain brands as only “an acquaintance.” The same opinion was shared by 55% of consumers in Japan and 45% in the United States. Only 15% of UK consumers are ready to accept a brand as a member of the family, and in Japan just 13% share this affection. By comparison, seven out of 10 people living in the Philippines say they consider their relationship with brands to be friendly and a similar percentage of consumers in Mexico (67%) and Brazil (64%) agree.

Attitudes towards brands vary across many different demographics. Those who consider brands to be closest to them are between the ages of 25–31, with 28% of respondents in this age bracket saying they see brands as a family member or significant other.

Which brand would you call a member of your family?

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