Brands can help reorient consumers after Brexit, finds JWT research

Brexit offers a huge opportunity for brands that are able to effectively help to explain the effect of the vote to consumers, research from J Walter Thompson Europe shows.

The study of 1000 people across post-referendum Britain found that 69% expected the decision to leave the EU to have a negative impact on brands, 56% predicted a negative impact on the cost of products and services, and 45% thought it would hit spending.

But 71% said that brands could play a vital role in educating them on what Brexit means for their products and services. As it stands, brands are failing to do enough: 67% said they should have "better communication about where their products/services are from."

"Companies and brands need to redouble their efforts to be seen to be collaborative, open minded and thinking about possibilities that go beyond their own borders, and even beyond consumers," said JWT Europe CEO Toby Hoare.

"They can also play a massive role in abating some of the obvious fears that a huge number of consumers have by educating them – in all manner of areas. This is a great opportunity. The brands that position themselves as open and progressive and for everybody are the ones that most people will want to associate themselves with and buy into. They need to be seen to be part of the new world."

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