[McCann] Consumers place greater value on brand truth

The research examines how brands can build relevance and growth in an environment shaped shifting cultural influence and declining trust

A new global study from McCann has found that trust and transparency are becoming increasingly important drivers of brand growth, with 72 per cent of consumers saying it is more important than ever to prioritise truth.

The report, The Truth About Global Brands, surveyed 20,713 people across 20 markets and includes insights from Economist Enterprise. The research examines how brands can build relevance and growth in an environment shaped by AI, shifting cultural influence and declining trust.

Consumers navigate a growing "Truth Maze"

McCann's research argues that consumers and business leaders are facing a more complex information environment, which it describes as a "Truth Maze", characterised by conflicting information, AI-generated content and competing claims.

The study found that 55 per cent of respondents believe brands are less truthful than they were 20 years ago, while 76 per cent are concerned they may soon be unable to distinguish between real and artificial people online.

At the same time, the research indicates broad acceptance of AI in brand communications. Seventy-two per cent of consumers and 88 per cent of B2B decision-makers said brands need to use AI to remain competitive.

However, transparency emerged as a key factor in maintaining trust. More than half of respondents said brands should be open about their use of AI, while 45 per cent believe brands should help consumers identify AI-generated content.

Tyler Turnbull, Global CEO, McCann: "Global brands are experiencing a growth crisis as we've shifted from a trust economy to a doubt economy, putting CMOs under more pressure than ever. The new playbook for the future of brand building will be grounded in a brand's ability to show up with clarity, credibility and cultural fluency at every decision point."

Trust linked directly to commercial performance

The report suggests trust has become a significant commercial factor rather than simply a brand attribute.

According to the findings, 80 per cent of consumers are willing to choose brands they trust even when those brands cost more. Meanwhile, 69 per cent of consumers and 79 per cent of B2B decision-makers said they had stopped using a brand because they no longer trusted it.

Harjot Singh, Global Chief Strategy Officer at McCann: "In a world where truth matters more than ever, certainty is the new value exchange."

Tamara McMillen, Chief Revenue Officer at Economist Enterprise: "The data tells a compelling story: when business leaders lose faith in a brand, they walk away and they don't come back easily. What this means for global brands is that the commercial cost of doubt is real and measurable. Brands that invest in being trustworthy guides to B2B decision-makers are the ones best positioned to grow."

Cultural influence shifts beyond traditional markets

The study also highlights changes in how ideas and cultural influence move between markets.

McCann found that influence is becoming increasingly multi-directional, with countries including China, India and Saudi Arabia playing a larger role in shaping global cultural trends.

Seventy-three per cent of respondents agreed that it is possible to be a global citizen without travelling, a view that was particularly strong in Thailand, India, South Korea and the Philippines.

The report also notes a decline in the number of people who identify exclusively with a single country or culture in markets such as India, China and Japan.

Emmanuel Sabbagh, Chief Strategy Officer, Omnicom Asia: "The era of local insights alone is ending. The era of cultural flows has begun. Consumers are increasingly shaped by ideas, behaviors and aspirations that originate beyond their own market. For CMOs across Asia, competitive advantage will come from understanding Eastfluence: the invisible cultural exchanges between Asian markets that are redefining what people trust, desire and aspire to become."

"Upward Class" identified as key growth audience

The research identifies a global audience segment described as the "Upward Class" as a major opportunity for future brand growth.

According to McCann, the group comprises approximately 1.02 billion people with a combined annual spending power of $29.5 trillion. Members of this audience are characterised by a strong focus on self-improvement, progress and upward mobility.

The report suggests these consumers are less cynical about brands and more likely to view them as tools for advancement and self-expression.

Tyler Turnbull: "Future growth won't come from leaning on existing audiences or legacy markers of scale. It will come from brands that turn truth into a genuine growth engine, building connected systems of meaning, culture and commerce. That's what McCann's Truth Well Told framework is designed to do."

Study outlines priorities for brand growth

Based on the findings, McCann argues that brands should focus on reducing uncertainty, demonstrating value and engaging emerging growth audiences.

The report recommends that brands act as trusted guides in a complex information landscape, create relevant products and experiences, identify high-growth audience segments and develop ideas that can move effectively across cultures and markets.

The full report can be accessed here

www.mccann.com

www.economistenterprise.com

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