CONFLICTS AND CONTRADICTIONS HAVAS STUDY UNCOVERS THE DEEPLY CONTRADICTORY NATURE OF SHOPPERS

ME is the new factor of change. How should brands respond to this shift? A new study from Havas (“The ME aningful Shift”) uncovers some deeply contradictory global issues that shoppers around the world will recognize. The study of 12,000 people across 32 countries explores the current global tensions between love of shopping and ownership, and a desire to do right by the planet and the people in it. Consumers are seeking to strike a balance between guilt and pleasure. Most of those surveyed say that buying new things makes them feel good, and yet 61% are making an effort to consume less...
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