Omnicom’s McCann Study Shows 72% Demand Brand Truth, Targets $29.5T Upward Class
OMC•Omnicom’s agency McCann study finds 72% of consumers prioritize brand truth and 53% cite AI transparency as key trust-builder. It identifies a 1.02 billion-member “Upward Class” wielding $29.5 trillion in spending power, urging truth-based branding strategies.
1. Study Highlights Demand for Truth in Branding
McCann’s research reveals that 72% of consumers and 88% of B2B leaders now prioritize brand truth, while 55% believe brands are less truthful than two decades ago. The survey finds 69% of consumers have abandoned brands over trust issues and underscores the commercial value of transparency.
2. Upward Class Identified as Key Growth Segment
The report defines a new global “Upward Class” of 1.02 billion individuals with $29.5 trillion in annual spending power, driven by progress and self-improvement. This segment shows lower brand cynicism and uses brands to signal identity and status, making them critical to future growth.
3. AI Transparency’s Role in Trust Building
With AI reshaping content creation, 53% of respondents name transparency about AI use as the top trust-builder and 45% expect brands to clarify what is AI-generated. The findings suggest accountability around artificial intelligence will differentiate brands in an information-saturated market.
