A new study released by the Havas Creative Group seeks to understand how consumers are responding to intense change and uncertainty in their countries, and how brands can help ease those concerns.
The study, entitled Pride and Prejudice: Shifting Mindsets in an Age of Uncertainty, draws on the experiences and points of view of nearly 12,000 men and women in 37 markets around the globe. Currently, 48% of South African Prosumers* (see definitition below) feel ashamed of their country. This is a large difference from the global average which is 22%.
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