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Consumer brands and brand owners are under unusual pressure. They need to face more complex stakeholder networks while managing increasing expectations. Brands that accept a call to action to win the stakeholders loyalty could expect increased returns.
Consumer brands are under pressure to keep consumer loyalty, manage the varied expectations, brand response to social issues and digital advancements.
Stakeholder expectations for brands are merging with expectations for the companies that build and manage them. The most successful...
In collaboration with McKinsey & Company, Consumer Brands Association studied expectations from the following stakeholder groups: consumers, retailers, employees, investors, and government.
Themes that emerged:
Long-term trends will have a major impact on brand owners.
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