Jul
23
Babel: Full Washing
Posted in: Uncategorized
French consumers have spoken: advertisements must stop making insincere claims about doing good. Instead, forward thinking brands should commit to solid initiatives for sincere and lasting progress and communicate them effectively. These are the results of a study called Next Leading Brands, carried out by BVA for Paris advertising agency Babel. The study in May 2021 of 1,002 people aged 18 and over revealed that “3 out of 5 French people are sceptical about the sincerity of brands’ messages claiming commitments to a cause.”
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