。 Table of Contents Executive summary3 Context: A world in motion 5 Brands in Motion: The study7 Key 2018 takeaways14 Managing a world of motion 23 Appendix 1: Categories by market 25 Appendix 2: The four realities of motion 29 Appendix 3: Survey methodology32 WE BRANDS IN MOTION 2018 Executive Summary Our 2018 Brands in Motion study fnds consumers and B2B decision-makers have even higherexpectations for how brands use technology to make their lives better than they did last yearAt the same time, respondents across the eight countries in the study also have overwhelminglyhigh expectations that brands will exercise ethics and responsibility when using technology What’s driving this call for responsible and ethical innovation Global headlines and dialogueon topics including Facebook’s entanglement with Cambridge Analytica, YouTube and Google’scontent moderation struggles, Europe’s GDPR, and the risks and rewards of disruptivetechnologies such as AI, blockchain and autonomous vehiclesWe are also witnessing intense debates (and the accompanying hyperbole) around the futureof the European Union and NATO, the viability of a post-Brexit Britain, the ratcheting up ofglobal trade tensions, loud debates on nuclear deals, the proliferation of “fake news,” continueddrama around immigration and the unyielding train that is the #MeToo movement It is against this backdrop of technology-related fears and hyperbolic headlines that consumersare raising their expectations for greater rationality and greater responsibility in their long- term relationships with brands 3WE BRANDS IN MOTION 2018Brands in Motion 2018 seesthree major themes emerge INNOVATION MEETS ETHICS Consumers have high expectations for brands to use innovativetechnologies, but most are afraid of how those same technologiesmight disrupt their livesThese fears are causing consumers todemand accountability97% said it’s a brand’s responsibility touse technology ethically. And if brands can’t do it right, then 94%said it’s the government’s job to ensure the ethical use of tech. CONSUMER LOVE IS BINARY WE’s Brands in Motion fndings indicated that most people havestrong convictions—one way or the other—about both sectors andbrandsConsumers around the globe are reserving their greatestlove and appreciation for a smaller number of brands—it isharder this year to score high emotional and rational marks fromglobal consumersThis means that competitors of a beloved brandmay have a hard time drawing their share of consumer afectionSHOW DON’T TELL How are consumers responding to an increasingly chaotic anduncertain world By demanding proof over promiseAverage globalscores for rational drivers of brand motion are up 16 percent andaverage scores for emotional drivers are up 14 percent, indicatingthat consumers’ needs for reason are outpacing their needs tofeel emotionally connected to a brand. In addition, consumersstill want a balance between purpose and functionality, but in 5 of the6 countries for which we have year-over-year data, people in 2018over-index toward brand functionality over brand purpose. 4WE BRANDS IN MOTION 2018 。。。。。。