Upcoming at unBoxed: Creating authentic connections in a digital world

Not only are consumers looking for real connections; they want to make those connections on their own terms. For example, 9 in 10 customers in the US and Europe want to decide when and where they interact with a brand.² These consumers tend to value more intimate connections over technological connections. They may make their purchases based on factors like aesthetics, simplicity, and emotions.³

Brands looking to connect with these consumers should consider meeting them where they are, whether that’s physically, digital, or even emotionally. For example, in 2020, as more people shifted to staying at home, activities like cooking, streaming movies, and shopping online increased. Those at-home activities had influenced shopping habits. For instance, in June 2020, dough blenders topped the kitchen category’s list of US Movers & Shakers, meaning people were doing a lot more baking at home.⁴

Since more people are spending time at home, households streaming content like movies, TV shows, news, and live sports have also increased substantially. Back in April 2020, total households streaming via connected TVs increased 29%, compared to the same time last year, while total households streaming via boxes/sticks increased 43%.⁵

Meeting customers where they are extends beyond where they’re shopping or engaging with content online. Nowadays, customers are also looking to identify with brands that share their social values. In fact, 71% of Americans believe companies have more responsibility than ever before to address social justice issues.⁶

Customers who are searching for authentic connections may lean on communication to develop those relationships. They may be seeking out genuine messaging from brands. They want communication that expresses empathy and is aware of the struggles they are facing, according to a March 2020 survey by Edelman, which found that 83% of global respondents want compassionate connections.⁷

Customers also want to see that compassion by brands directed at other aspects of life, like how brands interact with the planet, and how brands address social issues. Aligning in shared values isn’t enough for today’s customers though. They also want to see what brands are doing more to make things better within neighborhoods, communities, and cities. For example, 9 in 10 consumers in both the US and Europe appreciate when a brand is a responsible corporate citizen (89% United States, 87% Europe).⁸

One way brands can start forming these authentic connections and demonstrating their values is through storytelling. Stories can convey important messages, information, and facts while also engaging customers in an impactful way. Stories can help customers better understand a brand’s mission. They can also leave customers feeling hopeful, excited, and optimistic about the future.

A compelling brand story that customers can identify or relate with can help form stronger connections, which is important in helping customers make purchasing decisions. In fact, 90% of customers say authenticity is important when deciding which brands they like and support.⁹