Nearly 90% of consumers are more receptive to a brand’s messaging if they know its beliefs and values.
New research into U.K. and U.S. consumers, by Iterable, the cross-channel marketing platform that powers unified and memorable customer experiences, revealed that an overwhelming majority (88%) of respondents are more receptive to a brand’s messaging if they know its beliefs and values.
When asked why, 62% 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%) and its purpose as a business (34%).
Social-political issues are an increasingly important guide for customer relationships with brands. In the past year, over half of U.K. and U.S. consumers (58%) have received a marketing message that made a statement about a social/political issue. This figure was notably higher amongst U.S. respondents, with 61% receiving such a message compared to 53% U.K. respondents.
In this research, three-quarters of consumers (71%) 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%), inclusive language (45%), and the intentional provision of price points/payment plans to accommodate shoppers from varied socioeconomic groups (40%), were noticed and appreciated.
The importance of sharing brand beliefs and values
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.”