'Over the last 18 months it's safe to say we're fed up', writes Havas Hong Kong's Head of Strategy, Duncan Bell. 'And brands haven't escaped this malaise.'

Over the last 18 months, it’s safe to say that more and more people have become more & more fed up.

Fed up with lockdowns. Fed up with Zoom calls. Fed up with sour dough. Fed up with traffic light schemes. Fed up with quarantines. Fed up with politicians. Fed up with the news. Fed up with everything.

And brands have not escaped this malaise either. According to the 2021 release of the unique Meaningful Brands Study run by Havas globally, 71% of consumers are tired and fed up of brands’ empty promises.

In addition to this, consumers feel that only 47% of brands are actually trustworthy. These and several other findings within the Meaningful Brands survey have led Havas to label this as The Age of Cynicism and I think that most people would gloomily agree with that sentiment.

As we continue to struggle through the Covid-19...