88% of shoppers are more receptive when they know brands’ values

The majority of UK and US consumers say that they would be more receptive to a brand’s messaging if they knew their values.

Research from Iterable found that 88 per cent of respondents would be more likely to consider a retailer if they are aware of its belief system.

When asked why, 62 per cent of those surveyed credited the greater level of trust they feel towards the brand, while others pointed to an improved sense of the brand’s authentic identity (44 per cent) and its purpose as a business (34 per cent).

According to the study, socio-political issues are also an increasingly important guide for customer relationships with brands.

In the past year, over half of UK and US consumers 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 per cent receiving such a message compared to 53 per cent of UK respondents.

71 per cent of shoppers said that receiving these messages encouraged positive associations with brands.

Inclusive marketing was also shown to be similarly important for customers. Survey respondents indicated that diverse imagery (51 per cent), inclusive language (45 per cent), and the intentional provision of price points/payment plans to accommodate shoppers from varied socioeconomic groups (40 per cent), were noticed and appreciated.

“These results communicate, with certainty, that one-size-fits-all and generalized marketing campaigns are antiquated and ineffective,” said Elle Nadal, director of marketing, EMEA at Iterable. “Customers are verbalising their desire to do business with brands that lead their communications with care.”

Nadal added: “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.”

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