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  • People feel indifferent towards most brands
  • People feel indifferent towards most brands
    EventPhotosNYC (2016) ©

People feel indifferent towards most brands

Whether it’s a teenager’s intimate relationship with their iPhone, or a gleaming family heirloom designed by Rolex, building an emotional connection with customers is the holy grail for brands. But new research suggests that, actually, most brands are more likely to inspire indifference.



  • Article image Are technology brands sexist?

    Technology for women has transcended the early years of 'shrinking and pinking' – and just as well, given that women are, in many ways, more prevalent tech consumers than men. But with just 41% actively agreeing that technology caters to their needs, how is tech evolving to appeal to both genders?

  • Article image Face swapping: a ritual for digital friendships

    Have you ever seen a dog with the face of a girl? Or your best mate with the face of their mum? Darling of iPhone camera rolls, Facebook feeds and Buzzfeed listicles alike, face swapping has become a ritual of friendship in a digital age. But what explains the lasting appeal of weirdness on the web?

  • Article image How can technology encourage empathy?

    Studies show that our ability to empathise has greatly diminished over the last 30 years. It’s due in part to the uptake of smartphones and social media – we’re all too busy thinking about ourselves. But while it might be part of the problem, could technology also be used to make us more empathetic?

  • Article image Would you want a brand to be your BFF?

    Digitisation is helping brands and their customers communicate, forming narratives and relationships. Whether it's Netflix taking its viewers to prom, or Anchorman's Ron Burgundy reading the regional news, brands are manifesting in the real world, disguised as human beings.