All the Rage: Big Brands Must Deal With Mad Consumers


Enraged Consumers Require Response: Brand owners must respond to the growing number of consumers around the world who are “enraged” with the strategies and influence of major corporations, a study shows. The Futures Company found that 86% of consumers think big business maximizes profits at the expense of customers and communities.

Other findings include:

  • 85% of respondents agree that large corporations exert a greater level of influence on government than citizens do.

  • As a response to that, 47% of these shoppers now buy locally-made goods when possible. Another 36% avoid purchasing products from firms with low ethical standards, as do 29% from global corporations.

  • 86% of consumers think a different set of “rules” apply to the rich, and the same amount believe wealth is too concentrated.

  • Specifically, around 50% of contributors feel “a lot” of anger about each of these issues, a group the study described as the “global enraged.”

Source: The Futures Company

Follow Scott Van Camp: @svancamp01


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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.



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