A study led by Attest reveals that perfume brands, female clothing and gaming top the list of the biggest offending sectors to wrongly estimate their consumers’ spending habits and desires.
The 2,000-strong survey of UK-based adults aged 18-75 aimed to discover more about consumer attitudes and how Britons feel they are represented by corporate brands.
Respondents were initially asked if they felt they were misunderstood by brands in general, with 35 per cent stating they feel this way. Within this group of misunderstood respondents, the majority at 82 per cent feel as if they are not well represented and are often ignored by big labels.
Following on from this, to find out more about which sectors were seen as the biggest offenders, respondents were provided with a list and were asked to actively rank where and how they feel the most misunderstood as consumers.
The sectors that get it wrong
Perfume companies are ranked by 26 per cent of respondents as the sector most likely to misjudge its customer base, followed by women’s clothing brands (23 per cent), game companies (19 per cent), insurance companies (17 per cent) and make-up brands (10 per cent).
All respondents were then asked by researchers if they had ever previously engaged with brands to give feedback, with only 41 per

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