Brands continue to be a point of reference for consumers in the current global context despite the widespread sense of uncertainty.
Over the last five years, trust in local businesses has grown among 43.1% of respondents (+28.6%), in small and niche brands among 39% (+29.2%), but also in major brands among 36.9% (+20.1%). Young people are more optimistic, with a greater propensity to trust both niche brands (now at 51% compared to 48.1% five years ago) and larger brands (trust now at 58.2% compared to 46.6% five years ago).
These are some of the findings from “Brand Connection–The Age of Meaningful Brands,” a study conducted by the consulting firm Deloitte on a sample of over 7,000 consumers in seven countries (Italy, France, The UK, The US, China, Japan, and The United Arab Emirates).
The research was presented during the event of the same name in the presence of leading figures in the sector, including Toni Belloni, President, LVMH Italia; Lorenzo Bertelli, CMO & Head of CSR, Prada Group; Stefano Domenicali, President & CEO, Formula 1; Marco De Benedetti, Chairman Italy of Carlyle; Raffaele Gigantino, Country Lead Italy, Google Cloud; and Stefania Lazzaroni, CEO, Altagamma.
“In recent years, brands have been able to consolidate their position, with smaller brands growing more significantly than larger ones. This strengthening demonstrates how consumers increasingly value companies with clear identities, authentic narratives, and direct relationships,” said Andrea Laurenza, consumer industry leader, Deloitte Central Mediterranean, presenting the results of the research.
“The phenomenon of ‘brand love’ remains relevant, but there are some factors to monitor: 45.7% of respondents say they do not feel attached to any brand, and the propensity for brand switching is high, a sign that loyalty can no longer be taken for granted. Brand relevance, in fact, is not a static attribute, but an asset that must be continuously nurtured,” explained Laurenza.
Brand Relevance
For 60% of respondents, the brand continues to represent a guarantee of quality and reliability and is a point of reference for quick and confident decisions (52.3%). It also remains an aspirational dimension, capable of fueling imagination and desire: consumers recognize that brands still know how to make them dream (54.8%). Frequency of use and inclusion in everyday contexts contribute to the creation of a deeper emotional connection (52.1%), transforming the brand into a familiar and meaningful presence in everyday life.
Practical utility, authenticity, and quality–the top drivers in Europe
Brand connection represents practical everyday value for 62% of respondents, emotional resonance for 57.3%, generating a sense of community and belonging for 55.8%, shared values for 55.1%, and new experiences of discovery for 51.5%.
The main driver of connection is relevance in everyday life: consumers appreciate brands that simplify everyday life (63.8%), guarantee quality (63.6%), and demonstrate authenticity and loyalty to their values (62.2%).
In Europe, in particular, the connection with brands is mainly functional and pragmatic: the main drivers of choice are everyday relevance (71.1%), authenticity (68.4%), quality (67.7%), and reliability (65.5%).
Nostalgia marketing
In terms of emotional resonance, the most loved brands are those that evoke fond memories (60.5%), entertain (58.4%), and contribute to people’s well-being and emotional health (56.9%).
The emotional component is particularly important in the United Arab Emirates (77.7%), China (66.3%), and The US (66.1%), where the brand becomes an integral part of individual and collective identity.
Even in Japan, despite the general tendency towards more restrained responses, the emotional sphere emerges as the most relevant lever: here, brands are appreciated for their ability to discreetly accompany moments in life and guarantee reliability.
Brands as a symbol of identity
Consumers recognize value in brands that actively listen to customers (60.6%) and make everyone feel appreciated and unique (56%). This element, together with the emotional component, is particularly relevant among young people aged 18-34 (58.5%), for whom the brand is also a channel of social belonging and inclusion in a community of reference.
The connection is strengthened when the brand is perceived as authentic and consistent, but also when it becomes a mirror of the consumer’s values (56.3%), helping them to express their personality and principles (54%). The bond intensifies when the brand inspires pride in its use (53.5%), generating identity recognition.
Customer Experience
Strengthening the bond between brands and consumers remains essential. Customers seek competence, empathy, and support, especially in markets where human contact still makes a difference, such as in The US (30.6%), Italy (29.5%), and the UK (28.8%).
In The UAE, on the other hand, accessibility and speed are the basis for building a bond. In Europe, especially in Fashion & Luxury (33.2%) and Food & Beverage (28.9%), great importance is given to fast payments, deliveries, and return processes: here, consumers see the fluidity of the last mile as an important indicator of brand quality.
An interesting fact is that the over-55s seek reassuring human interactions, while younger people aged between 18 and 34 prefer simplicity of payment and smooth delivery and refunds.
Loyalty and the digital world
Easy digital access to products and services is the most important driver (44%) in all sectors and in most geographies. The US and The UK register peaks in Food & Beverage (US 52.9%; UK 55.4%) and Tourism (US 53.3%; UK 61.3%).
Compared to Europe (25.9%), Asia (32%) shows a greater propensity towards innovative and experiential technologies: in these countries, gamification and the use of augmented reality are more important because consumers, especially young people, experience shopping as entertainment and are accustomed to digital ecosystems that integrate gaming, socializing, and purchasing.
The UAE (29.3%) and China (30.6%) also show more interest in chatbots, AI tools, and voice assistants.
Social commerce
In the context of digital platforms (social media, metaverse, etc.), exclusive promotions or interactive experiences are considered the most important aspects for strengthening brand loyalty (60% and 57% of consumers, respectively).
Social commerce is more relevant in Europe, especially in France (57.6%) and Italy (56.6%), where more than half of customers expect to be able to purchase products via social media.
Storytelling and emotional content are most appreciated in Asia (Japan 52% and China 49.4%), but also in Italy in the food sector (56.4%). Communication through influencers is particularly relevant for young people (40% of 18-24 year olds and 42% of 25-34 year olds) and is central in The UAE (47.3%), China (47.3%), and The US (42.2%), but more marginal in Europe (28%).
“Being relevant to a brand means occupying an authentic and meaningful space in people’s lives, resonating with the values, needs, and emotions of its audience. Relevance comes from a sense of belonging, from the idea that the brand ‘understands’ something about us—a way of life, a desire, a point of view on the world,” Laurenza emphasized.
“Authenticity, i.e., the ability to remain true to one’s identity, builds trust and respect. True relevance is achieved when a brand does not just sell, but participates in the cultural conversation and becomes part of the collective imagination or contributes, even in a subtle way, to changing perspectives, habits, or sensibilities,” the researcher continued.
“Behind every brand there are people, and they are the ones who give it warmth, empathy, and vulnerability. A brand that admits its mistakes, communicates honestly, and makes clear choices—even unpopular ones—remains credible,” concluded Deloitte’s consumer leader.
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