Or just awareness of how brands are operating now in general. I don't know if it's as dramatic as education.
It used to be the brand name/logo/trademark itself held all the value (e.g. Apple, Nike, etc.), except now we're seeing the value shift to how the brands correlate with consumer's identities (e.g. privacy, kaepernick, etc.). Kardashians, political parties, and corporations are especially cognizant of this social shift and are adapting faster than people are aware of it happening.
I personally blame social networks, which have made consumers hyper-aware of how decisions affect their carefully-constructed image of themselves online - but it's probably more complicated than just that.
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