The Inconvenient Truth About Brand Relevance
In today’s fast-paced world, brands have an unprecedented opportunity to connect with consumers in meaningful ways. Yet, according to recent studies, a staggering 74% of people would not care if the brands they use daily disappeared. This alarming statistic begs the question: why are so many brands failing to meet consumer expectations, and what can they do to become truly indispensable in people’s lives?
The New Consumer Reality
Consumers of 2024 are no longer willing to take the backseat and be participants in the marketplace. They are empowered, informed, and ready to take action. Whether it’s voting, organising, or championing causes they believe in, people are no more content to sit on the sidelines. Consumers want more than just products – they want brands to play a meaningful role in shaping a better future. This creates both a challenge and an opportunity for brands.
This consumer shift demands that brands rethink their approach to customer engagement. Simply offering a quality product at a good price is not sufficient; brands must now show empathy, accountability, and a genuine commitment to improving lives.
Havas’ Meaningful Brands Global report revealed that a majority of people believe brands should be doing more to address societal issues. The expectations are clear:
- 73% of people expect brands to show more humanity and generosity, particularly during tough times.
- 71% believe brands should be doing much more for society and the planet, beyond mere communication.
- 70% want brands to actively support local communities and causes.
How Consumer Expectations are Evolving
In order to connect with the consumers of today, brands need to build their strategy across these 3 pillars of perception:
- Functional: Rational benefits focused on product functionality, customer service, interactivity, and technology.
- Personal: Messaging and behaviours that connect on an individual basis and serve a specific personal need, want, or feel
- Collective: Company initiatives, actions, and impact that respond and connect on social and cultural levels
Festive Season: A Time for Meaningful Connections
As the festive season kicks in, what better way to connect with consumers beyond just products. With 68% of consumers expecting brands to help them save money, offering genuine discounts and value-added deals is essential.
This festive season, brands have a golden opportunity to stand out by being among the 36% that won’t be forgotten. Help your consumers not only celebrate the season but build the life they want, and you’ll position your brand as a true partner in their journey—during the holidays and beyond.
The message is clear: people are no longer content to wait for brands to catch up. The question is, will your brand rise to the challenge?
