While the last couple of years have seen brands rethink their business models, consumers have also been shifting focus. They’ve been re-evaluating their view on what brands stand for — beyond the products and services they deliver.
So, what are these consumers thinking — and expecting — when it comes to brand authenticity?
Our new research seeks to answer this question and more. A survey in the spring of 2022 asked 12,324 consumers around the world about their views. The findings are essential reading for brands looking to drive more authentic connections with customers and wanting to know how to go about it.
See what consumers are saying across five key areas.
Today’s brands might feel compelled to comment on social and political issues. Globally, nearly all consumers (83%) say brands should try to ensure customers feel represented in their marketing and communications.
How should you be talking about your brand values? Is staying neutral the right way to go? Explore our report to find out.
How will your customers react to factors such as price increases? According to 92% of consumers, transparency is key when it comes to additional costs.
But what else do customers expect from you to keep brand loyalty intact? Fairness, communication, and employee wages are all covered in our research.
How many consumers would describe themselves as ‘fans’ of their favourite brands? Around the world, it’s just three in 10 — meaning plenty of opportunities for brands to differentiate and capture greater mindshare among their customers.
Our report offers clues as to how to make that happen.
It might appear that the world is destined to be digital, but never underestimate the appeal of shopping in person. A surprising 44% of consumers say they ‘live for the experience’ of doing just that.
How can you connect what’s happening offline and online to foster authentic customer relationships?
For brands willing to invest in service, convenience, and take steps to rebuild trust, there is an opportunity to win back consumers and strengthen relationships with existing, happy customers.
There’s never been a better time to evaluate how we communicate with our customers and to take a hard look at the experiences that help us build trust and relationships with our audience.
