Understanding the Relationship Economy in 2023

This report examines the evolving dynamics between brands and consumers in the context of the relationship economy. It outlines how modern consumers are moving away from exclusive brand loyalty, opting instead for a more open approach akin to non-monogamous relationships. The research indicates that consumers are engaging with multiple brands, prioritizing practicality and efficiency over emotional connections. Key findings reveal that honesty and reliability are paramount qualities consumers seek from brands, regardless of the duration of engagement. The report highlights the necessity for brands to adapt to these changing consumer behaviors and expectations, emphasizing the importance of building meaningful connections and respecting customer needs. Furthermore, it discusses the implications of emerging consumer behavior trends and the role of AI and data in enhancing customer engagement. The report is based on a survey conducted among 6,050 consumers and 1,811 senior marketers across Europe, providing insights into the current state of brand-consumer relationships.