Trust between brands and consumers is under strain. New research from Twilio has found that 57 per cent of UK adults are unsure which brand interactions they can actually trust, with two-thirds (67 per cent) feeling treated like a commodity rather than an individual.
The findings, from Twilio’s Age of Distraction report, paint a picture of a nation overwhelmed by noise and craving more meaningful connection. The average Briton now receives 25 non-work notifications every day on their main personal phone and has over 1,000 unread personal emails, which could leave many feeling both saturated and emotionally disengaged.
From Commoditised to Connected
Twilio’s data shows that consumers are sending brands a clear signal: act, and sound, more human. Over half (52 per cent) want more human-centric language, while nearly half (48 per cent) dislike being referred to as “end-users”. When brands treat people like data points, 63 per cent say they are more likely to disconnect entirely.
Yet there’s opportunity in this fatigue. 39 per cent of people would welcome brands that build real communities, but 77 per cent say they haven’t experienced this in the past year. From pop-up events and exclusive member gatherings to live demos and meet-ups, consumers increasingly value experiences that connect them with other people, not just with a brand logo on a screen.
Tech for Good: Bridging the Online / Offline Gap
While technology is often blamed for distraction, Twilio’s research shows it can be a powerful enabler of human connection when used thoughtfully.
78 per cent credit technology with helping them connect to friends and family.
43 per cent say video and messaging apps make them feel more emotionally connected.
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