No branding strategy succeeds without communication. It is communication that builds the connection. Engagement with the consumer, thus, becomes a non-negotiable for a brand’s success, even survival.
But how IMPORTANT is communication?
Eight in every ten consumers (85%) say their brand’s communications “directly impact how they feel about their favorite brand”. That “communications directly shape consumers’ brand experience” is almost at similar ‘high’ levels across multiple industry sectors -and not just one…financial services, insurance, healthcare, even the government!
These important findings come from the “2026 Customer Experience Benchmark” research, commissioned by UK’s Smart Communications™ to conduct consumer research (4000 respondents) online by Toluna, in the markets of the U.S., UK, APAC (Australia, New Zealand, China, Hong Kong, Taiwan, Japan, Singapore), Austria, Switzerland, Germany, Belgium, Netherlands, Denmark, Norway, and Sweden. The responses were collected in January and February.
The “2026 Customer Experience Benchmark” study reveals another significant fact-it is: that HOW brands communicate “can make or break it”. Only one in two (52%) respondents says
“Current communications are good or excellent”- meaning half of consumers are dissatisfied. And two in five customers across all markets do “not consider the communications they receive to be good”!
There are other warning signals, too.
Would they switch brands?
The survey finds two in every three consumers (63%) saying they would switch providers ( i.e., brands) if communications failed to meet their expectations! Notably, this is in “high prevalence” among Millennials (72%) and Gen Z (70%)-the two generations considered to be the driving force of modern retail.
Engagement with consumers (i.e., brand’s communication) has always been critical for a brand’s success-even survival. With today’s high speed and complex social media communications, a new dimension -satisfaction with regard to the brand’s communications-is being added, becoming another potential deal breaker.
The stakes have risen for the brands, more so for the PR and communications industry whose expertise would be increasingly needed. Will the industry rise to the occasion?
