Brands are over-communicating, according to a GroupM survey of middle- to upper-income consumers in 23 markets in 2019. On average, one-third (30%) of consumers say brands communicate with them but a smaller share (24%) actually appreciate these updates – a gap of six percentage points (pp).
Consumers are most approving of brands sharing the latest discounts and offers, with 59% appreciating this kind of communication. This is also the most common update consumers hear from brands, at 56%.
The greatest gap is when brands invite consumers to complete satisfaction surveys – 36% of consumers receive these updates but...