A recent market research study conducted by Hawk Partners during the crisis revealed how consumers' perceptions and expectations of brands have changed during the pandemic. A majority of those studied claimed that authenticity was more important now than it was before the onset of COVID-19. The study detailed that authenticity could be defined by the following dimensions: Brutal Honesty, Unapologetic Transparency, Constant Consistency, Values-Driven, Explicit Morality and Being an Expression of Who I Am. Amongst the above, honesty seemed to rate the most important.
There could be many explanations for such a shift, however the most likely is that consumers are more engaged with current events and reading more about brands in the news, perhaps because they have more time on their hands, or perhaps because they are constantly looking for direction on how to navigate this new world - a world of overwhelming speculation and uncertainty, where nobody is really sure about much.
Either way, this has created both a need and an opportunity for brands to meet these new consumer expectations. Brands should take this cue and tailor their marketing efforts to emphasize authenticity. They should outline their core beliefs if they haven't already, and communicate them to their target audience. They should do so with honesty and humility, and act on those values to follow through. Consumers are smart and they're also ruthless - they won't hesitate to drop brands if their expectations are not met.
Link below:
https://hawkpartners.com/brand-authenticity/understanding-brand-authenticitys-impact-during-a-crisis/
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