Almost Half of US Consumers Emotionally Indifferent to Brands

Consumers in the US are among the most emotionally distant from brands, per recent survey results from Momentum Worldwide. The study asked more than 6,500 consumers in 9 developed and emerging markets around the world to classify their feelings about well-known brands in interpersonal terms. Some 45% of US respondents classified their relationships with brands as no more than an acquaintance, with one-fifth of those (or almost 1 in 10 overall) categorizing brands as their “enemy” or “arch rival.” (more…)