To break free from the clutches of apathy, brands need to turn their marketing strategies around to encourage customer engagement and minimize the risk of being “canceled.”
The worst that can happen to brands is that their customers lash them with the whip of apathy. When they stop exciting the consumer, brands are not only orphaned of trust but also witness the debacle of their own sales.
To break free from the clutches of apathy brands need to turn their marketing strategies around in order to encourage customer engagement and minimize the risk of being “canceled.”
According a recent Iris Worldwide study, indifference to brands has doubled since 2018. And the intrigue that consumer brands once inspired has dropped by 44%.
What’s more, the number of brands with which consumers want to talk to their friends has suffered a 38% spread. In the new post-covid context in which the consumer prioritizes their own life and their own well-being, there seems to be little or no desire to spend saliva talking about brands.
Proof of this is that 82% of consumers say they are not enthusiastic about brands. And four out of five brands fail miserably when it comes to connecting emotionally with the customer.
In the same line with such worrying figures, 77% of consumers admit that they no longer trust brands and 57% do not feel comfortable sharing their personal data with them.
Emotional connection fuels brand results
Strengthening emotional ties with the consumer and involving him through participation mechanisms translates into first-rate advantages for brands. Not in vain, the brands that score higher in the Participation Brand Index of Iris Worldwide generated in the last three years up to 2.5 times more return than the companies that were worst positioned in that index.
At the top of the Participation Brand Index of Iris Worldwide is Tesla, which manages to remove Apple from the first position for the first time in almost a decade. The Elon Musk-led company has particularly outstanding numbers when it comes to purpose (many consumers see it as a brand that helps them make a positive difference in the world). And 77% of consumers equally believe that Tesla is shaping the future with its products and services.
The cosmetic products brand completes the Top 10 in the Brand Participation Index of Iris Worldwide Glossier, Apple, the clothing and footwear firm Allbirds, adidas, Mercedes-Benz, IKEA, Nike, Disney and Samsung.
From the Iris Worldwive study it is inferred that purpose, customer experience, sustainability, consistency, and brand-to-brand bonding with culture help companies crack consumer apathy and connect with him emotionally more effectively.
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Source: Marketing Directo by www.marketingdirecto.com.
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