Who Brands Blog

72% of Gen Z trust customer reviews over influencer content. 94% of brands score lower on trust with Gen Z. Discover why younger consumers research brand ownership before buying. Explore our database.

60% of consumers actively avoid products with untrustworthy origins. 72% say supply chain transparency increases trust. 63% demand better transparency from brands. Discover how transparency is changing consumer behaviour. Explore our database.

Ben Cohen is calling for a boycott of Magnum's entire brand portfolio to force the sale of Ben & Jerry's. Can consumer pressure actually force a brand ownership change? Discover the evidence. Explore our database.

Brand identification predicts both brand love AND oppositional brand hate. But brand hate may backfire. Discover the psychology of brand ownership and why we pick sides. Explore our database.

You hate Big Pharma but love Tom's of Maine, owned by Colgate-Palmolive. You reject Big Soap but love Burt's Bees, owned by Clorox. Discover why people hate big companies but love their brands. Explore our database.

63% of loyal consumers say their favourite brand shares their values. Only 51% of less loyal shoppers agree. Discover the difference between brand loyalty and corporate loyalty and why they are not the same. Explore our database.

Everlane sold to Shein and customers called it the ultimate sellout. Research shows consumers react to acquisitions as a loss of brand values. Discover why people feel betrayed when their favourite brand gets acquired. Explore our database.

SPACs have largely lost favor since the 2020-2022 boom. But some brands still use them to go public. What is a SPAC and how does it work? Discover what brands have used SPACs and why most haven't. Explore our database.

Goldman Sachs won't staff a sub-$50M deal. Boutique banks like Intrepid and Whipstitch dominate consumer brand M&A. Discover the role of investment banks in brand acquisitions. Explore our database.

Mars paid 16.9x EBITDA for Kellanova. A small distributor trades at 2.95x SDE. How do buyers actually value brands? Discover how brands are valued before an acquisition. Explore our database.

32% of founders sell because they got distracted. 13% because the business outgrew them. Discover why founders sell their brands to bigger companies and what it means for the brands you love. Explore our database.

Founders keep 56% after seed, 36% after Series A, 23% after Series B. Discover how brand ownership changes through each funding round and what it means for who controls the brands you buy. Explore our database.