Consumers more receptive to brand messaging if they know its beliefs and values


Consumers more receptive to brand messaging if they know its beliefs and values

New research into U.K. and U.S. consumers, by Iterable, a cross-channel marketing platform has revealed that an overwhelming majority (88 per cent) of respondents are more receptive to a brand’s messaging if they know its beliefs and values. When asked why, 62 per cent of respondents credited the greater level of trust they feel towards the brand, with others pointing to an improved sense of the brand’s authentic identity (44 per cent) and its purpose as a business (34 per cent).

 Social-political issues are an increasingly important guide for customer relationships with brands. Over half of U.K. and U.S. consumers (58 per cent) have received a marketing message that made a statement about a social/political issue in the past year. This figure was notably higher amongst U.S. respondents, with 61 per cent receiving such a message compared to 53 per cent U.K. respondents.

In this research, three-quarters of consumers (71 per cent) said receiving these messages encouraged positive associations with brands. Inclusive marketing was shown to be similarly prized by customers. Survey respondents indicated that diverse imagery (51 per cent), inclusive language (45per cent), and the intentional provision of price points/payment plans to accommodate shoppers from varied socioeconomic groups (40 per cent), were noticed and appreciated.

 Elle Nadal, director of marketing, EMEA at Iterable, said:These results communicate, with certainty, that one-size-fits-all and generalized marketing campaigns are antiquated and ineffective. Customers are verbalising their desire to do business with brands that lead their communications with care. My advice for brands? Stand for something, message your mission and lead with your humanity to land most effectively. Authentic communication will ensure that you build genuine, long-term connections with your customers.”

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