Close to half of consumers are more cynical about brands in 2023: Sefiani report

Consumers have become more cynical about brands in 2023, as many suggested that brands fail to cultivate a sense of belonging due to long response periods for issues and trends, according to a report by Sefiani.

The study was conducted with 100 Australian communications leaders, 500 Australian consumers and 500 employees to gain insight into their understanding and experience of brand belonging.