Digital agency Wunderman conducted a study on “wantedness,” a new engagement criteria for brands, and defined it as “the degree to which a brand proves their commitment to earning a customer's business across every touch point and throughout the entire path to purchase." For the study, Penn Schoen Berland partnered with the agency and polled people in the U.S. and U.K. between the ages of 18 and 65.

According to Wunderman, “the data shows that brands now need to demonstrate their commitment to serving the consumer and exceeding their expectations every day." Two of the key takeaways from the study include consumers’ desire for brands to understand them, and how important consumers consider mobile, which 90 percent of the respondents said helps them make smarter purchasing decisions.

"With expectations at an all-time high, brands are required to operate in consumer culture and not just within their own category,” Jamie Gutfreund, Global CMO of Wunderman, said in a statement. “It used to be that brands had the luxury of customers conforming to their business models, which worked for many years. But the tables have turned. Today, consumers expect businesses to adapt to their needs and our findings are consistent across all generations, geographies and genders."

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