Industry findings provide unique insights into how a category is performing now compared to a year ago. Explore what effects the pandemic has had on emotional connections and consumer behaviors and attitudes. Discover the archetypes that matter most; draw connections among frequency, usage, and economic equity; and learn how competitors within the same industry differ.
Fusing, the most intense stage of Brand Intimacy, has increased by 12 percent since our 2020 COVID study, indicating more consumers are able to connect deeply with their favorite brands.
Brands that embrace or enable consumers’ widespread use of smartphones are more intimate than those that don’t.
This Brand Intimacy measure has risen dramatically, up 68 percent in our follow-up study, highlighting that consumers have become increasingly attached to brands they connect with.