Brands in Motion 2019 finds with greater choice and knowledge at their fingertips, consumers are more empowered than ever to make demands of brands. At a global level they are demanding that brands move toward a more emotional space, founded on a shared humanity and respect. In China however, where consumers expectations are at their highest, the demand is for greater accountability and action. While Chinese consumers remain ever pragmatic, the new brand loyalty is not driven by product or customer service alone—it’s driven by the broader role of a brand in China, for China.


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