Local heroes on the move: How a growing number of local brands are gaining presence at airports

Abstract

The long-standing relationship between people and brands is broken. According to Havas Media, 54 per cent of consumers worldwide do not trust brands. This is the result of a three decade-long process that saw a fall in people’s trust, respect and loyalty towards many brands. Furthermore, consumption has moved beyond the merely transactional, with well-informed consumers valuing the overall experience, and not merely the product or the service. As consumers in a globalised and online marketplace embrace authentic and responsible brands that add value and meaning to their lives, it is no surprise that airports are increasingly partnering with local brands in order to fulfil the needs of consumers, and in order to lend the airport experience a sense of community and place.