Brand commitment: A determining factor for French consumers
65% OF FRENCH CONSUMERS BUY A BRAND ACCORDING TO THEIR CONVICTIONS
According to the Earned Brand 2018 study conducted by the Edelman group in 8 countries with 8000 people online and 32 000 on mobile, consumers expect brands to engage in key issues at the heart of societal issues and policies.
PURCHASING BEHAVIORS ARE DIRECTLY CONNECTED TO SOCIETAL POSITIONS
In 2018, nearly two-thirds of French consumers (65%) choose to buy or boycott a brand for their positions. An evolution that is found elsewhere at the global level with 64% of global consumers.
In France, this figure has increased by 15 points compared to last year, the largest increase ever recorded. For the majority of consumers, the act of purchase is motivated by their convictions in all markets: United States: 59%, (+12), Japan: 60%, (+21), United Kingdom: 57% (+20) and Germany: 54% (+17).
COMMUNICATION ABOUT BRAND VALUES IS TODAY MORE EFFECTIVE THAN PRODUCT COMMUNICATION
Values-based brand messages (34%) are more likely to encourage consumers to consider purchasing than product communication (28%).
For the majority of respondents in all markets (60%), the expression of the commitment of the brand must extend and be visible even in the point of sale, at the time of the act of purchase, a number which stands at 56% in France. While according to 58% of French consumers, brands spend more time trying to force their attention by poorly calibrated marketing actions, than to win in a natural way by being part of the continuity of the brand's commitment. Alexandre Faure, ELAN EDELMAN's MD-Head of Digital, explains: "Marketing is no longer simply a function, but the expression of an aspiration. Brands can take a stand through a range of actions from one-off advocacy to activism. "
CONSUMERS EXPECT BRANDS - MORE THAN GOVERNMENTS - WHICH CONTAIN SOCIETAL AND POLITICAL CHANGES
More than half of respondents worldwide (54% vs. 49% in France) believe that brands can do more than governments to solve social problems. In France, 48% think that it is easier to get brands to take charge of societal issues than to obtain action from the public authorities in this area.37% of French consumers even say that brands have more relevant ideas than the government to solve the problems of their country. Antoine Harary, Global Managing Director of Edelman Intelligence analyzes: "By voting every day with their wallet, the French express both a disenchantment and a commitment. A disenchantment with the traditional mechanisms of politics and their ability to act and deliver results and 'cautious' adherence to the project and commitment that certain brands and businesses know how to communicate and implement. In this, brands invite themselves into democracy and become a political object. Brands and companies must take the measure of this opportunity and this responsibility: sincerity, transparency, benevolence and efficiency are undoubtedly the key concepts of success for brands and companies that will take this path. "
BRANDS MUST DEFINE THEIR PURPOSE, AND ESPECIALLY THE ASSOCIATED METHOD
Regardless of their level of intervention, brands need to understand that they can no longer be left out and that it is now time to take action. As proof, all the reflections, the communications and especially the current actions around the 'purpose' led by the brands. Amélie Aubry, MD-Marketing Brand ELAN EDELMAN underlines: «The question is no longer whether brands must take a stand, but how should they do it? The substance of commitment and ambition remains at the heart of the concerns but beyond what 'what', it is today the 'how' which is at the heart of the judgments. We must listen to our audiences, let them challenge us, take their feedback, unvarnished and without fear. Humility is a must. I am convinced that the brands that will remain will be the most horizontal and those that mirror the social movements. And that is what is at the heart of a 'earned media' approach. "
According to 45% of respondents worldwide, a brand is better able to grab the attention of consumers when it enjoys free visibility gained in the 'earned media' - a combination of social media and mainstream media - only when Visibility is purchased by the company on 'paid media' (29%) or owned on 'owned media' (25%); figures that come out of the mobile survey.
The Earned Brand 2018 study is carried out with the Edelman Intelligence Studies and Analytical Department, a subsidiary of the Edelman Group. In this survey, 8 countries were surveyed: Brazil, China, France, Germany, India, Japan, Great Britain and the United States. The study is based on two interrogation times: the first by smartphone from June 29 to July 24, 2018 during which32,000 people were interviewed (or 4,000 people per market) and the second was conducted online from 10 to 20 July 2018 to 8,000 people in the same markets (1,000 per market). This study, conducted for 4 years, aims to study how to win, strengthen and protect the relationship of brands with consumers.
ABOUT ELAN EDELMAN
ELAN EDELMAN is a consulting agency in strategy and communication composed of more than 120 consultants at the service of the business challenges of its customers by relying on the professions of influence, marketing and consulting. In 2018, it achieved a gross turnover of more than 22 million euros. ELAN EDELMAN is the French subsidiary of the Edelman Group, present in 65 cities and now having more than 5,000 employees. The Edelman network, with 66 years of experience, is world renowned and leader in its public relations and marketing market.