VML Intelligence conducted a survey of 13,961 adults in 14 countries regarding consumers’
expectations of brands and found that many respondents agreed with the following statements:
· “I prefer advertising that is humble, that doesn’t make grandiose claims,” (82%)
· “I like advertising that gives me a laugh, that doesn’t take itself too seriously,”
(81%)
· “Brands should make more effort to speak well to people like me” (78%)
· “Brands should make more effort to be entertaining,” (75%)
· “Brands should make more of an effort to ‘wow’ me with their marketing,” (73%)
· “Brands should aim to engage all of my senses,” (73%)
Now we know that brands just can’t afford to be ordinary anymore but need to step up their game by being humorous, entertaining, engaging, impressive, humble, and sensitive to the needs of different consumer groups.

Bibliography:
· VML Intelligence. (2025). The future 100: Trends to watch 2025. VML.
https://www.vml.com/insight/the-future-100-2025Signature=3ce05a477022302c1bf0473aa33baf5694222f7edd9b47782ad2dac0fdc7a5fe