The Truth About Global Brands

Global brands face a more complex reality than ever. Trust is harder to earn – and easier to lose – with most people believing brands are less truthful than 20 years ago. In a world shaped by AI and fragmented media, doubt has become a commercial risk. Now in its third wave since 2014, McCann's The Truth About Global Brands draws on 20,000+ people across 20 markets, examining how trust, culture and growth are being reshaped in real time. Developed in partnership with the Economist Impact Unit.