Recent data on UK consumers revealed that 48% of us want humour in brand messaging in 2022, a huge increase from the last year where only 5% prioritised being entertained.
And that is only half the story.
Brands are also expected to be motivational, reassuring, educational and thought-provoking. This is Atticus Finch meets Steven Toast. No pressure there then.
Strip these emotions back and what consumers look for is a human connection. Brands that understand lives, predicaments, hopes, fears and setbacks, not just the ‘sell’. People aren’t naïve – we know we are being sold to, we just expect to see, hear and experience ‘people to people’ not a stolid and soulless ‘business to consumer’.
Sound human, act human and build relationships both businesses and customers value.