WE-运动中的品牌（英文）-2018.9-33页_41mb

Summary of WE Brands in Motion 2018

Core Content

The 2018 Brands in Motion study by WE highlights the evolving expectations of consumers and B2B decision-makers in a rapidly changing world. The report identifies three major themes: Innovation meets Ethics, Show Don't Tell, and Consumer Love is Binary. These themes reflect the complex interplay between technological advancements, ethical responsibility, and consumer behavior.

Main Themes and Key Points

Innovation Meets Ethics

• Consumers have high expectations for brands to use technology innovatively to improve their lives.
• However, there is also significant fear of how these technologies might disrupt their lives.
• 97% of respondents believe it's a brand's responsibility to use technology ethically.
• If brands fail in ethical use, 94% of respondents believe the government should step in to ensure ethical use of technology.
• The report notes that consumers are increasingly demanding proof over promise, with rational drivers of brand motion showing a 16% increase in global scores and emotional drivers a 14% increase.

Show Don't Tell

• Consumers are shifting their focus from emotional connections to rationality and functionality.
• In most markets, consumers prefer brands that offer strong functionality over purpose.
• Despite this, 74% of global respondents expect brands to take a stand on important issues, indicating a continued desire for social impact.

Consumer Love is Binary

• Consumers are becoming more polarized in their brand preferences.
• They are reserving their greatest love and appreciation for a smaller number of brands.
• This binary reaction suggests that competitors of a beloved brand may find it harder to gain consumer affection.

Key 2018 Takeaways

• Innovation and Ethics: Consumers want brands to innovate but also to do so responsibly.
• Rationality Over Emotion: There is a growing emphasis on rationality, with consumers showing more interest in functionality than purpose.
• Mover-Defender Binary: Brands are increasingly categorized as either "movers" (innovative and forward-thinking) or "defenders" (stable and reliable), with most consumers having strong convictions about which they prefer.

Sociopolitical and Technological Forces

• Trade Tensions: Escalating trade wars, Brexit uncertainty, and global trade tensions are influencing consumer perceptions and brand strategies.
• Political Unrest: Global political instability and movements like #MeToo are affecting brand behavior and consumer expectations.
• GDPR and Data Privacy: The EU's General Data Protection Regulation has heightened awareness and demand for ethical data practices.
• Facebook and Cambridge Analytica: This scandal has increased scrutiny over how brands handle user data and the ethical implications of technology use.
• Toxic Content: Concerns over content moderation and the spread of "fake news" are shaping consumer trust in brands.

Four Realities of Motion

1. Stability is an element of motion: Brands are expected to provide stability in uncertain times.
2. Cutting edge is transcendent: Being seen as innovative leads to positive brand outcomes.
3. Good product, good purpose: Consumers seek a balance between functionality and purpose.
4. Love you today, shame you tomorrow: Consumers are quick to shame brands that act unethically, even if they love the industry.

Market Insights

• China and South Africa: Showed high optimism and increased scores for both rational and emotional drivers.
• United Kingdom: Experienced a decline in emotional and rational scores, likely due to Brexit-related anxiety.
• India and Singapore: Added in 2018, both showed similar trends to China and South Africa, indicating a more optimistic outlook.
• Smart Home: Demonstrated significant growth in emotional and rational scores, becoming a mover in several markets despite consumer fears.

Recommendations for Managing a World of Motion

1. Understand the Motion Matrix: Use it to assess how your brand compares to others in terms of emotional and rational drivers.
2. Balance Innovation and Ethics: Ensure that your brand's use of technology is both innovative and ethical.
3. Align with Consumer Values: Focus on functionality and responsible behavior to maintain consumer trust and loyalty.

Appendix Highlights

• Appendix 1: Provides a breakdown of categories by market, showing where they fall in the Motion Matrix.
• Appendix 2: Details the four realities of motion, which underpin the study's findings.
• Appendix 3: Explains the survey methodology, including the sample size and regions covered.

Conclusion

The 2018 Brands in Motion study underscores the importance of balancing innovation with ethical responsibility, responding to consumer demands with proof, and navigating a complex landscape shaped by both sociopolitical and technological forces. Brands must adapt to these dynamics to maintain relevance and trust in an ever-moving world.