#GLF18 | Mercedes Erra: "There is a fundamental path: the central role of the consumer in brand logic"

3 min reading time

Published on 11/05/18 - Updated on 17/03/22

Mercedes Erra

"60% of people in the world believe society is going in the wrong direction. This is a real change in perception, before people followed a less worried logic. In France 70% of people surveyed think society has taken the wrong turn.”

There are several reasons for this: This perception is intensified by crises which give the impression that the world is undergoing a general consumer crisis. Consumers are now questioning the way we live. They are concerned that the planet runs a risk that they perceive as immense. Clearly one of...

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