Consumers want to influence brands, judging by Collaboration & Consensus: Do Consumers Feel Heard?, a study from Ruder Finn, conducted with Full Spectrum Insights.

Of those polled, states Email Marketing Daily, “57% desire to engage directly with brands. And they want to be heard by them: 78% wrote an online review, while 56% reached out to a brand and 22% have boycotted a firm that disappointed them.

“Not to worry: 48.7 have done so to provide positive feedback, and only 12.4% engage to say something negative.

“Moreover, 55% have a better opinion of a brand post-engagement, while a mere 8% have a worse one.

“But generations differ on how easy it is to reach brands, with Gen Z finding it most difficult: only 38% say it is easy, versus 53% of millennials and 58% of Gen X.

“Overall, 93% want brands to show they listen and that they react to public opinion.”

More here.