Consumer Vigilantes: Pressuring Brands Towards Change

Consumers are increasingly using tools such as the Internet and social media to express opinions on brands and products. Daphne Kasriel, consumers research editor at Euromonitor International, explains how social networking has put consumer demands and complaints in the spotlight. Social networking has given consumers direct access to brands, and the scale and speed of reactions are bigger and faster than ever before. Brands need to be cautious on responding to consumers. Instead of responding to negative comments with blanket apologies, crowdsourcing initiatives can be implemented to take consumer opinions into consideration.Lots of brands claim to be number one… but can they prove it?At Euromonitor International, we help brands build trust through evidence-based research. Our claim validation service ensures your marketing messages are backed by real data. Stand out in a crowded market. Visit euromonitor.com/claims to learn more.