Exhibit 4 Importance of purpose-driven and authentic brand experiences,¹ % of respondents who (strongly) agree with statement 1 Question: On a scale from 1 to 6, to what extent do you agree with the following statements? (1 = strongly disagree, 6 = strongly agree; 5 or 6 qualified as agree.) Source: State of Marketing Europe Report 2026, McKinsey, n = 500 senior marketing leaders across France, Germany, Italy, Spain, and the United Kingdom Authentic branding appears top of mind for European CMOs. McKinsey & Company Brand experiences are more important than branded products or services for my company’s growth We are focusing on proving authenticity to our customers in our marketing activations Our purpose is at the core of how we think and talk about our brands Average = 69 73 72 100 67 Note: Figures may not sum, due to rounding. Exhibit 5 Branding formats usage 1 Question: Which of the following strategies and formats did you employ in 2023 and 2024 and which do you plan to use in 2025 and 2026? Source: State of Marketing Europe Report 2026, McKinsey, n = 500 senior marketing leaders across France, Germany, Italy, Spain, and the United Kingdom Interactive formats take center stage in meeting customer expectations. McKinsey & Company Used in last 2 years,¹ % of respondents Plan to use in next 2 years,¹ % of respondents Change, next 2 years vs last 2 years, percentage point Events, webinars, roundtables, and live content Conversational marketing: Real-time, one-to-one conversations with customers User-generated content and community- building events Low-fi campaigns that are raw, unpolished, and authentic Behind-the-scenes content offering insights into brand operations and development Shoppable content: Content that allows customers to purchase products directly from the content Anti-advertising content (using reverse psychology or comedic self-deprecation) Gamification to increase user engagement Immersive experiences (virtual reality, augmented reality, multisensory marketing) 71 65 61 48 42 33 23 10 24 67 57 61 51 61 49 45 34 53 –4 –8 0 4 20 17 22 24 29 100 Average = 11 100 Note: Figures do not sum, due to "Others" category not being shown. 17 State of Marketing Europe 2026