I think most consumers are not stupid.
I think most of them know that commercials, ads, banners, tweets, press releases, sponsorships, hot air balloons, and the like are done out of the goodness of no one’s heart.
I think most people know that brands are not their friends. They might do good for them, they might even do good things in the world, but they’re not acting as a friend would. They exist to enrich their shareholders.
I think most consumers understand these things. They understand the difference between brands and their friends.
But brands go on pretending they’re our friends rather than they want to be paid for what they do for us.