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Who's Wearing The Trousers?
(WORLD) In this article, which appeared earlier this month, the Economist takes issue with the suggestion that companies and their brands are nearly as powerful or as insidious as many, including No Logo's Naomi Klein, suggest. They add that young people are some of the most cynical consumers around and are becoming less loyal.
'A study of American lifestyles by DDB, an advertising agency, found that the percentage of consumers between the ages of 20 and 29 who said that they stuck to well-known brands fell from 66% in 1975 to 59% in 2000.'
The Economist challenges the marketing industry to innovate—maybe companies who want to strengthen their brands need to pay more attention to the issues which young people really care about?
Contributed by Rhiannon Suter.
Filed by DK on September 28 2005
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