Established Brands Threatened as More Consumers Favor Attributes Over Status: Clear M&C Saatchi

Lack of trust is followed by active hostility to established institutions – something else you might have noticed in recent days. Sure enough, the Clear strategy group at M&C Saatchi found that 86% of U.S. consumers now seek brands based on attributes instead of status, up from 75% in 2011. Vulnerability varies by industry, with infant formula, gin and whiskey (overlapping categories in my household) topping the danger list.  Household cleaners, laundry detergent, and toothpaste at the bottom. Clear says they’ll send a copy of the study if you ask them, but don’t take my word for it.