Pleasure is top reason for brand choice, research finds


By The Drum Team, Editorial

March 6, 2012 | 2 min read

Research by branding consultancy Creston Unlimited has found that pleasure is the biggest factor in consumer brand choice, followed by confidence.

23% of the 3,500 adults surveyed for the Brand Enrichment report said that pleasure was the most important factor in the decisions, while confidence ranked at 17%, and status and responsibility at 14% each.

Effectiveness came next at 11%, followed by individuality (9%), saving (7%) and belonging (5%).

The research found that young men were 115% more likely to believe brands could improve their status.

John Crowther, managing partner at Creston Unlimited, said: “These days, the amount of choice available to consumers is mindboggling. In a typical large supermarket there are 20,000 to 30,000 different products and the average person sees over 1,000 ads a day. People therefore no longer consume brands; they edit them and their communications, choosing a select number to interact with. To make it through the editorial cut, brands need to reward consumers in a way that enriches their lives.”

“The differences in women compared to men, and also between consumers at different lifestages and income levels, is something that brands need to understand and react to if they want to be relevant to today’s consumer.”

Content created with:

Creston Unlimited

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