Marketers need to improve communications around product innovation claims survey

Consumers do not trust new innovation coming from many companies, and feel marketers are not doing a good enough job of communicating change to them, a study has claimed.

A survey of Australian consumers by PR agency Edelman showed nearly 90 per cent say concerns around how innovation impacts on privacy, the environment and their security will stop them from purchasing new products.

Hutton

“People are absolutely feeling that the pace of innovation is way too fast,” Michelle Hutton, global practice chair, consumer marketing at Edelman told Mumbrella.