Brand Devotion: Radically Reimagining the Consumer-Brand Relationship

Between declining trust in institutions and media and the commoditization of AI-driven personalization, many brands are struggling to achieve and maintain relevance and advocacy.

Today's consumers are "unbound": Faced with endless choices, they're increasingly skeptical and cynical of traditional brand loyalties. A reality that's underpinned by global Ogilvy research revealing that only 53% of U.S. consumers believe their favorite brands consistently align with their values, and even fewer feel brands help them grow (45%), connect with others (40%), or fit into their cultural world (43%). They're seeking brands that help them be loyal to themselves, that mirror their personal evolution, values, and communities - highlight ing significant white space for brands willing to lean into Brand Devotion .

A f undamental power s hift has happened in the brand-customer relationship. It's now up to brands to earn a place in and meaningfully belong in consumers' lives.

Learn more about Brand Devotion here.

And check out the latest edition of Ogilvy On Live, where Leanne Cordes, SVP, Strategic Services at The Lacek Group and David Fanner, Senior Consultant for Ogilvy's Behavioral Science Practice, explored what's driving today's "unbound consumer" and share practical insights on how brands can stop chasing loyalty and start building devotion. Leanne and David also welcomed in two special guest panelists: Kay Hsu, Global Head of Creative Lab at Spotify and Mike Miranda, Agency Partner, Advertising at Uber.