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When a consumer trusts a company, they have a 53% chance of trying their products.
Among brands that are not trusted, 25% of consumers are likely to accept your new business propositions.
Consumers are turning away from the marketing tactics that have been the norm for decades.
The changes have affected all industries, and with this, consumers are more demanding when it comes to buying a brand. With new research he shared how brands need to be more human-centric and how to make people feel good.
Among the terms that are new to many, is human centric, which specialists define as when companies discover the importance of people and focus more on the human side.
Likewise, it is explained that a human-centric brand focuses on integrating human characteristics such as empathy, justice, reciprocity, kindness and compassion in its business strategies.
Under this concept, there are many specialists who emphasize that the most attractive brands will be those that demonstrate a solid personality and ethics, assuming a perspective focused on their most human side. With that, currently a consumer when considering making a purchase, 81 percent think directly about the brand and evaluate the reasons for purchasing or not the product.
And it is also reported that when a consumer trusts a company, they have a 53 percent chance of trying its newest products, which translates into new and better sales. Among the brands that are not trusted, only about 25 percent are likely to accept your new business proposals.
Human-centric strategies
In a new report, called ‘Why it is so important to make people feel good: from purpose to human centric companies’, prepared by LLYCthe reasons why brands have to bet on this strategy were revealed and how they can develop a methodology to build a positioning plan that connects, thanks to the data, with any of their stakeholders and thus generate positive influence on them: be it a customer, an employee, an investor or a supplier.
This new research comes when it is proven that the relationship between companies and people changes. Since, before, a brand was asked to fulfill what it promised in terms of product and service, if possible at an affordable price.
Therefore, when they trust a brand, users are more than twice as likely to be loyal to it and, in addition, to defend it to others. That is why the purpose of the strategy of putting the customer in the center is to understand them in order to design the solutions that best satisfy them.
In the investigation, Isis Boet, Director of the Digital area of LLYC in Barcelona and one of the authors of the report, reflected that “you have to think more about people than about the product. If we want to make someone feel good, we must first get to know them and to do this we must understand what worries them, what they do to resolve those feelings and where”.
As also, analyze, since currently, nothing better than the data to achieve a greater probability of success. By putting people at the center of decisions and actions, brands can build more valuable and lasting relationships with their customers.
In that same order, this research supports the relevance of a human-centered methodology, to make people feel good, so it is necessary to apply digital influence.
“Know, the context is increasingly unpredictable. For this reason, any approach must begin by understanding the current state of the society with which we want to connect, understanding the business challenge and complementing it with knowledge about sector trends, competition, the political-social context and technological trends. Thanks to this phase, it will be possible to establish the challenges that are necessary to connect with key people ”, reads the investigation.
After listening, which is a phase that focuses on what the consumer with whom you want to connect says, does and thinks.
“Through intelligence tools, analysis and measurement models can be developed that contain different data sources, providing order and value to obtain knowledge that is more connected to reality. This stage helps us associate brand challenges with people’s needs,” he says.
As key parts are also empathizing, devising and implementing, which are key characteristics to apply a human-centric strategy in a brand.
In summary, implementing without knowing, without listening and above all without empathizing with the people we want to connect with leads us to a one-way communication process in which brands speak and do not converse. Therefore, there will be no orientation towards the generation of promoters of positive conversation.
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