THE SIX CITIZEN KEY CONSUMERS Essential BRAND LEVERS Very important 20% Fairly important/ 47% INVESTORS not important 23% 44% All levers are important, but some emerge 46% BRAND LEADERS as first among equals. Across markets, 44% Betterment (‘make my life better’) and 26% Assurance (‘reliably and consistently 49% meet expectations’) are seen by investors, 26% 47% brand leaders and consumers as the I 20% 24% T N most important. N C E L M U R S E I T V 25% T I 26% E T A timely reminder that whilst ESG B Y considerations are becoming a critical 30% part of the mix, leaders shouldn’t lose sight of the fundamentals. Reliably meeting E CHAPTER 02: CITIZEN BRANDS: FINDING BALANCE BETWEEN SELF AND SOCIETY N the needs of your consumer via a strong V I 39% Y R product or service is the foundation 44% T O I of any successful brand – something 44% AL CITIZEN NM baked into the Citizen Brands concept. N I NE GI BRANDS AT 38% RO IL MS 38% 49% 35% 23% AS ON SU UTI RA B NC TRI 18% E N 26% CO 44% 24% 17% 4 46% 47% 202 34% 48% 46% 23% 40% CITIZEN BRANDS REPORT 29% 15