Rival Spark (April 2023) - Clarifying Brand Relationships

DON’T CHALLENGE THE MARKET, CHANGE IT.
Rival Spark:
Clarifying How Brands Create Relationships
April 2023

Relationships are hard work.
Building a relationship with consumers is one of the
most frequent discussion points of modern
marketers.
But what does it really mean?
All relationships aren’t created equal,
Just ask your mum, your best friend or
your boss.
In our lives, every relationship is unique,
so why would the way we relate to
brands be any different?
This Rival Spark research report
attempts to clarify what types of
relationships consumers want from
brands and how sector and consumer
attitudes can change the expectations and
ideals we have around them.
We will look at overall consumer needs in the
US / UK, as well as attitudes towards brand purpose
and ﬁnally how different ideal brands behave in
consumers’ lives - to give marketers a bit of
relationship coaching.

Three Perspectives on Brand Relationships
Current Consumer Outlook and
Attitudes towards the economy, society
& the world shape how and if brands can
form relationships with them.
Understanding what needs exist is key to
being valuable and fuelling a producing
relationship.
Our Rival Spark research used Attest to
survey 500 respondents in the US & UK
about their world view, economic
outlook and attitudes towards brand
purpose and brand behaviour.
Current Consumer
Attitudes
What does our audience need and
want?
Ideal brands change across sectors and
markets, as well as our consumer’s world
view.
To understand what the ideal could be
for a brand, we asked respondents to
identify how a brand should behave in 3
ways: within relationship archetypes, in
how it focuses on their lives and in how it
adds value.
We’ve identiﬁed a clear map of the
relationship landscape, which shifts by
sector, market and outlook.
Ideal Brand
Behaviour
Who do consumers want a brand to
be?
The current coverage around Bud
Light’s collaboration with transgender
inﬂuencer Dylan Mulvaney has done
more than expose the cultural fault lines
around transgender visibility and
brands, its shown how a brand faces
challenges when it does anything a
segment feels is out of bounds of the
existing brand relationship.
We look at the perceptions of the brand
post coverage, as well as how it
intersects with the dynamics of the
alcohol category.
Case Study:
Bud Light & Dylan Mulvaney
What happens when a brand steps
out of the expected relationship?

Executive Summary: 3 Key Takeaways
Brand Purpose is a tool for
brands to build relationships,
but they must increasingly
avoid cultural narratives
around wokeness
Respondents in the US / UK
are worried about the
direction of the world and
want brands to have a purpose
that helps contribute to
solving the issues we face.
However, increasingly how
that purpose is talked about
shapes perceptions of the
brand, with a growing distrust
of ‘woke’ brands amongst
various demographic
segments.
Cultural Outlook Shapes
Brand Relationships More
than Economic Outlook
Respondents showed the
highest distinct attitudes
towards how a brand behaves
relative to their view on how
culture and society.
Those who viewed the
direction of society positively
wanted brands to focus on
understanding their lives and
focusing more on the future,
vs. those with negative
attitudes who wanted brands
to make the best products
right now.
In the case of Bud Light, a
sector ideal still requires a
brand to progress
thoughtfully
A consumer’s ideal alcohol
brand is one that understands
their lives and thinks about it
in more immediate terms.
However, brands such as Bud
Light face a challenge to
differentiate themselves in a
crowded market and create
cultural relevance.
As seen in their partnership
with Dylan Mulvaney, when a
brand pushes against expected
boundaries, segments of a
population can push back -
even if this speciﬁc example
created net positive
perception.

Source: Attest Survey - (Nat Rep US (n=500) / UK (n=500) 18-64) - 15.04.2023
Consumer Micro Positivity Pairs with Macro Negativity
Across the US & UK, respondents hold a net negative global & national economic & cultural outlook, but feel their own lives and ﬁnances are
relatively more positive in the near future.

Negativity Widely Increases with Age
Overall, respondents held less positive views of the world as age increased, with the most deﬁned drops against the global economic situation &
their own country’s social & cultural outlook

Cultural Negativity is Found in Older Audiences & Late 20s Brits
While overall, 45+ respondents in both the US & UK showed consistent negativity on where society is headed - surprisingly, 25-34 Brits held
comparable levels of cultural negativity (due potentially to the impact of Brexit & Covid on their early adulthood)

Overall Generational Decline is a Prominent Belief
Across both markets, half of respondents believe we are experiencing generational decline, however this is relatively weaker amongst the
youngest segment (potentially due to social or cultural progress) and an older UK audience (potentially due to modern media narratives)

The Dissonance Gap Between Purpose & Woke is Growing
Purpose holds in prominence across many age groups in the US / UK, however resistance to brands being ‘woke’ increases with age - showing
the impact of a cultural narrative around brand washing, wokeness and brand purpose

Source: Attest Survey - (Nat Rep US (n=500) 18-64) - 15.04.2023
The Purpose / Woke Gap Develops Differently Geographically
Across the US, the North East & Southwest show the highest positive attitudes towards purpose and softer attitudes towards the concept of
‘woke’ brands - while the Midwest has developed the greatest simultaneous ‘anti-woke’ / ‘pro-purpose’ attitudes

Consumer Attitudes & Outlook Implications
We believe we’ll be better
than others financially
Respondents are increasingly
seeing their own fortune as
separate from that of the
world around them, waiting for
blow to finances that matches
what they’re seeing in the
wider world.
While, especially younger,
individuals are more optimistic
about their own finances, the
UK shows much higher levels
of latent economic negativity
than
the US.
Age & Brexit impact
cultural optimism in addition
to economics
Respondents in both the US &
UK show an inverse
relationship between age &
cultural optimism, with older
audiences less happy about the
direction of culture, potentially
due to traditional values being
challenged.
However, while generational
decline and traditional values
impact cultural optimism,
negativity amongst late 20’s
Brits may show lingering
impacts of coming into
adulthood during Brexit.
Brands are increasingly
asked to be purpose led, but
not ‘Woke’
The divergence of consumer
attitudes around brand
purpose - where wide ranges
of consumers expect a cause
focus, and anti-woke attitudes,
where consumers hold
negative opinions of the
concept for brands - is
growing.
“Woke” increasingly seems to
be catching negativity from
both those who see it as too
shallow and those who see it as
a challenge to traditional
values.

Understanding Brands Through Relationship Archetypes
To consider what roles a brand should take up in a consumer’s life, we asked respondents to identify what archetypal relationships (e.g. Parent, Sibling, etc.)
the ideal brand in a range of sectors can model itself after - using a selection of relationships stretching across authority levels and familiarity
Internal / Familiar
Relationships
External / Objective
Relationships
Authoritative
Relationships
Neutral / Supporter
Relationships
“I want
my________,
to behave like my
________”
Leader (Mayor, President, etc)
Boss / Manager
Teacher / Professor
Doctor / Nurse
Employee
Butler / Maid
Parent
Friend
Sibling

Source: Attest Survey - (Nat Rep US (n=500) / UK (n=500) 18-64) - 15.04.2023 - “I would like my ideal _______________ to behave like my ________________”
Consumers Seek Friends, Then Consider Different Authority Levels
Across the US / UK, most frequently consumers say they want their ideal brand to act like a friend, with only cleaning brands & ﬁnancial services having
comparable levels of focus on other archetypes due to sector realities
Bank:
15% - My Leader
14% - My Boss / Manager
21% - My Friend
Cleaning Product(s):
25% - My Butler / Maid
21% - My Friend
Alcoholic Drink:
43% - My Friend
Soft Drink:
11% - My Sibling
39% - My Friend

Source: Attest Survey - (Nat Rep US (n=500) 18-64) - 15.04.2023 - “I would like my ideal ___________________ to behave like my _________________”
US Consumers See Banks, Shoes & Booze Slightly Differently From UK
US consumer ideals fall largely in line with those overall, though respondents split on how authoritative they want their bank to be (with a more
deﬁned employee ideal) and equating shoe & alcohol brands with the same level of desired friendship
Bank:
14% - My Leader
13% - My Employee
20% - My Friend
20% - My Friend
Alcoholic Drink:
40% - My Friend
Shoes:
39% - My Friend

UK Consumers Expect More Friendship from Everyday FMCG
UK consumer ideals ﬁt similarly to overall relationship expectations, though Brits do show higher levels of expected friendship from everyday
FMCG brands such as Soft Drinks and Alcohol relative to the US
Source: Attest Survey - (Nat Rep UK (n=500) 18-64) - 15.04.2023 - “I would like my ideal ___________________ to behave like my _________________”
Bank:
13% - My Leader
10% - My Employee
21% - My Friend
21% - My Friend
Alcoholic Drink:
46% - My Friend
Soft Drink:
13% - My Sibling
42% - My Friend

Clarifying Ideal Brands Further by Focus & Behaviour
Going beyond relationship archetypes, respondents were asked to rank their idea brand on two factors: what it focused on (e.g. immediate performance or the
future) and what value it delivers (relevance and understanding or the objectively best performance) creating different ideals in different sectors
Value:
It understands and relates to my life and
values
Focus:
Focused on its future
impact and implications
Value:
It is the best and most respected
brand available
Focus:
Focused on its immediate
impact & performance
Future Facing / Understanding
Brands which combine an understanding of you with a
forward facing view, to help you prepare for what’s next
Future Facing / Performance
Brands which look forward to raising the bar on
excellence and product performance, beating what’s
already there through innovation.
Immediate / Understanding
Brands which support consumers by meeting their
immediate needs and showing an understanding of
what they face right now
Immediate / Performance
Brands which are solely focused on being the best, right
now - delivering excellence to consumers every day.

Ideal Brand Behaviour Varies by Sector & Product Reality
Globally, consumers expect their ideal alcohol & shoe brands to relate to their current needs now, in a friendlier way (width of bubble) thanideal brands in
other sectors
Understands &
Relates to Me
Best & Most Respected
Product
Focused on the Future
Focused on Immediate
Performance
*Width of Circle indicates % of respondents who said
their ideal brand would be a ‘friend’

Source: Attest Survey - (Nat Rep US (n=500) UK (n=500) 18-64 Nat Rep) - 15.04.2023
Markets Shift How Consumers Think of Ideal Brands
Outside the style / supporter brands of Alcohol & Shoes, consumers idea brand changes based on market - with banks, insurance, cars and others becoming
more excellence focused in the UK vs. the US
Understands &
Relates to Me
Product
Performance

Source: Attest Survey - (Nat Rep US (n=500) / UK (n=500) 18-64) - 15.04.2023 - Segments: Any Positive / Negative View of ‘Current Personal Economic Outlook in the Next 6 Months’
Economic Outlook Impacts Brand Focus
Overall, respondents’ personal economic outlook impact different sectors in varying degrees, but generally those positive about their ﬁnances
are less worried solely about immediate product beneﬁts, instead seeking out brands who have a more holistic focus towards the future
Understands &
Relates to Me
Product
Performance

Source: Attest Survey - (Nat Rep US (n=500) / UK (n=500) 18-64) - 15.04.2023 - Segments: Any Positive / Negative View of ‘Current Social & Cultural Outlook for Country in the Next 6 Months’
Social Outlook Creates a Culture Gap for Consumers’ Ideal Brands
Overall, respondents with a positive view on the direction of society and culture idealized brands that understood them & focused on the future,
while those worried about the direction of society preferred that brands deliver a clear beneﬁt now (e.g. Sticking to their product)
Understands &
Relates to Me
Performance
Product

Brand Relationship Implications
Product Reality Sets a Centre
of Gravity
Brands Orbit
Brands are ﬁrst and foremost
expected to behave as friends
in consumers lives - giving
value readily.
However product reality and
sector shape how that value is
delivered, as well as what
secondary archetypes are
expected. The ideal brand in a
sector is a centre of gravity
though, not a boundary - as
brands can push against the
sector’s constraints through
novel messaging, branding or
innovation.
Economic Worries Shift
Brands From Commiseration
to Performance
Economic worry affects how
an ideal brand behaves
differently in different sectors,
depending on its role in a
consumer’s life.
Overall however, economic
worry pushes consumers to
want greater performance,
simplifying purchase decisions,
over the potential need of
understanding. Consumers
don’t want a brand to
empathize with economic
pressures, but instead help
relieve them.
Consumer Cultural Outlook
is a Gap Brands Can’t Bridge
The largest factor universally
impacting brand relationships
isn’t economics, but how
consumers forecast the
direction of society and
culture.
As a positive societal outlook
creates a greater need for
understanding and future
facing brands and a negative
outlook drives more
immediate ideals and
performance, the gap between
becomes more deﬁned. Brands
must decide what type of
consumer worldview they are
aligned to..

Brand Relationship Case Study:
Bud Light & Dylan Mulvaney

In early April, Bud Light sent transgender inﬂuencer Dylan Mulvaney a customized can with
her face on it, celebrating a year since beginning her transition.
While the can was part of a larger initiative to celebrate pride themed cans with different
pronouns on them, a single instagram post on her instagram page sparked wider
controversy.
Conservative celebrities and politicians called for a boycott of the brand, due to its
perceived betrayal of the values of its ‘core audience’ and some bars stopped selling the beer
due to claims of politicization.
In the aftermath of the controversy, Anheuser Busch has issued a statement about unity and
placed the marketing executive in charge of the brand on leave.
However, despite a decrease in share price and conservative outcry, what has this activity
actually done to the perception of the brand?
As we consider brand relationships, it's worth using this to consider what happens when a
brand tries to shift out of its expected relationship with certain consumers and how does
this play out at scale?
Bud Light & Dylan Mulvaney:
A Brand Pushing the Boundaries
of It’s Expected Consumer Relationship

Beer is Facing a Relevance Issue Amongst Younger Segments
Within the US, 57% of 21-24’s say they don’t drink any alcohol or beer, indicating a growing category challenge for beer brands as the current
consumer base ages and validating Bud Light’s stated need to ﬁnd a hook for younger drinkers
Source: Attest Survey - (Nat Rep US (n=500) 18-64 - Beer Drinkers) - 23.04.2023

Bud Light’s Intention is to Close a Gap in Understanding
US consumers’ ideal alcohol brand is more focused on understanding their lives vs. the top beer brands in the US, who’s focus on taste
credentials have created a potential value gap - though Bud Light is seen as more consumer focused than most of the top competition.
Understands &
Relates to Me
Product
Performance

In a Market of Regular Switchers, Bud Light is the Most Switched
Considering self-described regular drinkers of each of the top US beer brands, we see heavy switching amongst many, but especially the Bud
Light & Budweiser brands
Source: Attest Survey - (Nat Rep US (n=500) 18-64 - Beer Drinkers) - 23.04.2023 - Segment: Regular Beer Drinkers
Regular Drinkers of This Brand:
Bud Light Budweiser Coors Light Heineken Miller Lite Corona
Michelob
Ultra
Modelo
Samuel
Adams
Busch Light
Also
Regular
Drinkers
of This
Brand:
Bud Light - 52% 33% 27% 31% 41% 28% 26% 25% 30%
Budweiser 59% - 30% 29% 25% 32% 27% 25% 23% 29%
Coors Light 52% 41% - 43% 42% 46% 35% 29% 27% 35%
Heineken 42% 40% 43% - 40% 64% 39% 42% 36% 31%
Miller Lite 49% 35% 42% 40% - 52% 39% 36% 37% 37%
Corona 41% 28% 29% 40% 33% - 26% 34% 24% 27%
Michelob Ultra 53% 44% 41% 46% 46% 49% - 39% 33% 30%
Modelo 40% 35% 29% 42% 36% 54% 32% - 32% 30%
Samuel Adams 51% 42% 34% 46% 48% 48% 35% 42% - 42%
Busch Light 64% 54% 48% 43% 51% 57% 34% 41% 44% -

Bud Light Attitudes Are Net Positive Post Controversy
Brand and purpose engaged consumers were most positive about the partnership and coverage, while non-drinkers and those speciﬁcally
against trans related brand partnerships showed the highest levels of negative attitudes - focusing any damage to the brand

Younger Bud Light Positivity Meets Older Neutrality / Negativity
Younger beer drinking audiences were most likely to positive about Bud Light’s activity, where older audiences were most likely to be neutral or
negative about the brand - with over 49% of 55+ unaware or neutral about the story

Perception is Positive Amongst Competitor Drinkers
Across regular drinkers of competitors, Bud Light created net positive perception shifts of its brand due to the activity & coverage - however
converting this perception into greater purchase is another challenge for the brand to address
Source: Attest Survey - (Nat Rep US (n=500) 18-64 - Beer Drinkers) - 23.04.2023 - Segment: Regular reported beer drinkers for each brand (n=80-170)

Takeaways from Bud Light
Alcohol is Ideally a Supporter
For Today, Not a Change
Agent for Tomorrow
Respondents generally place
alcohol as a brand that ideally
understands their lives right
now, potentially highlighting
the strong backlash from a
relatively smaller group to Bud
Light’s partnership.
Top US beer brands have space
to reinforce the perception
they understand the
challenges of their customers,
which many haven’t done
effectively.
The partnership has more
upside than downside for
Bud Light long term
While news coverage has
focused on the negative
reaction of many to the brand,
overall response to the brand
from those aware of the
partnership has been net
positive and many others are
neutral or unaware.
Those who were already
against transgender support
from brands have made a
disproportionate amount of
noise which isn’t
representative of a wider
group.
Bud Light Faces An Age and
Behaviour Challenge They
Must Continue to Address
Carefully
The lack of category
engagement to beer and a low
level of loyalty are correct to
have given the company pause.
While this partnership is only
one part of a much wider
initiative to ﬁnd stronger
future footing the for the
brand, it was a valid response
to worries about long term
growth. The need to shift,
while also maintaining a
support role in customer’s
lives will be a long term brand
challenge.

THANK YOU
www.wearerival.com
hello@wearerival.com
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