Wunderman introduces ‘wantedness’ brand concept

US – The majority ( 79%) of consumers said they would only buy from brands that prove they understand and care about them according to a study from Wunderman.

Wanted hand choice pick_crop

The global digital agency conducted the research with Penn Schoen Berland among 2,000 18- to 65-year-olds in the US.

As a consequence it has identified the concept of ‘wantedness’ in terms of how brands need to approach consumer engagement in today’s climate.

The agency defines wantedness as the degree to which a brand proves its commitment to earning a customer’s business across every touch-point and throughout the entire path to purchase.

The research also identified that the competitive landscape has shifted and that 87% of US consumers now evaluating brands against leading companies like Amazon, Uber and Netflix, which have effectively set new standards of excellence that extend beyond traditional product categories.

Ninety per cent of respondents believed that mobile helps them make better purchase decisions and 89% said they are loyal top brands that share their values.

Jamie Gutfreund, global CMO of Wunderman, said: “With expectations at an all-time high, brands are required to operate in consumer culture and not just within their own category.

“It used to be that brands had the luxury of customers conforming to their business models, which worked for many years. But the tables have turned. Today, consumers expect businesses to adapt to their needs and our findings are consistent across all generations, geographies and genders.”

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments


Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts