Brands that strive to show a human side have greater success in building trust and creating more authentic and valuable connections with consumers, brand strategy and design firm Lippincott reveals in a new study.
The results from the research, reported by Marketing Week, point to a major shift in the consumer-brand relationship that makes it necessary for today’s brands to establish customer-driven organizational values and commitments.
In its report “The Human Era,” which builds on responses from 5,000 consumers regarding 300 brands, Lippincott says that successful human era brands are those that are open, real, and to some extent, flawed. Brands should demonstrate customer empathy, talk, and even act like people; they should be fresh, exciting, and care about little things. Human era brands are more likely to build relationships where they view consumers as individuals and respond in a more transparent and personal manner – traits that people crave the most.
According to the firm’s Human Era Index for the United Kingdom, Emirates airlines ranked first in the top 10 brands that showed human values; the airline was given the maximum possible rating of 10 on a scale of 1 to 10. Next on the list was another airline, Virgin Atlantic, which received a score of 9.8, followed by retailer John Lewis with an 8.8 result. YO! Sushi excelled in the restaurant industry, landing fourth on Lippincott’s list with a rating of 8.4, and audio equipment provider Bose came in fifth after receiving a 7.8 mark for its human approach. Technology giant Apple came close behind with a 7.4 score. Samsung occupied the seventh position with restaurant chain Wagamama, financial services provider Nationwide, and supermarkets Waitrose completing the top 10.
How does your brand score in the human era?