McCann Releases Global Brand Truth Study

McCann>>>, in collaboration with The Economist Group>>>, released 'The Truth About Global Brands', a comprehensive study of over 20,000 people across 20 markets. The research reveals a fundamental shift in how brands achieve growth and relevance, moving from a 'trust economy' to a 'doubt economy', particularly with the rise of Artificial intelligence. Key findings indicate that 72% of people prioritize truth, yet 55% believe brands are less truthful than 20 years ago, and 76% worry about distinguishing real from artificial online. The study emphasizes that transparency in Artificial intelligence use is crucial for building trust, and that trust is a significant revenue driver, with 80% of people choosing trusted brands even if they cost more. It also identifies a new 'Upward Class' of 1.02 billion people with $29.5 trillion in spending power, who are highly motivated by progress and use brands to signal identity. The report outlines a new playbook for global brand growth, focusing on acting as a trusted guide, delivering relevant products, engaging high-growth audiences, and designing truth-based ideas that move with culture. Regional nuances, such as Asia>>>'s positive perception of Artificial intelligence and the multi-directional flow of cultural influence from markets like China>>>, India>>>, and Saudi Arabia>>>, are also highlighted.