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Adults willing to spend more based on brand trust and personal connections ahead of convenience and product quality

BOSTON, March 30, 2022 /PRNewswire/ — According to a new survey by Boston creative communication agency CTP.

More than 64% of the 1,200 respondents prefer doing business with brands that understand them on a human level and meet their personal needs. This number climbs to 72% among 25-34 year olds. Only 35% of respondents want to keep their business and be treated like the average consumer.

For businesses that make that human connection with their audience, the result could mean a longer-lasting, more profitable connection.

Two-thirds of respondents say they are willing to pay extra for a brand that connects with them on a personal level. Additionally, nearly six in 10 people said they would buy more products and services from brands that reward loyalty, and nearly four in 10 said they would buy more from brands that have a real relationship with them. they.

“It’s time for marketers to nullify the consumer altogether,” said Steve Angel, SVP/Director of CTP Strategy. “That’s what respondents in this survey told us loud and clear. They want to be treated like humans, not like transactions. Humans want to be heard and understood. They have become accustomed to personalization and choice. , making them less likely to respond to mass marketing.The good news is that they’ll be loyal and spend more on brands they trust, love and feel close to.

Most people already have a healthy relationship with at least one brand. This is especially true for 73% of men aged 25-54 and 62% of women aged 18-24.

What people are looking for in a brand relationship

According to the survey, brands looking to develop strong connections with their audience should focus heavily on trust, even before convenience and product quality.

  • Be trustworthy and reliable were ranked as the most important traits in the survey, with 76% of respondents rating these qualities as very important;
  • Provide excellent customer service: 70% said it was very important;
  • Ensuring superior product quality and innovation: 69% classified as very important.

Defend a cause
The survey also revealed the impact of a brand’s approach to certain issues of social justice, health equity and the environment. Overall, four in 10 adults rated advocacy on social or environmental issues as very important, but some audiences rated it more important than others. Sixty-one percent of women aged 18-24 and 55% of men aged 18-54 found advocacy to be very important, while only 16% of men over 54 and 28% of women over 54 said it was very important.

Providing entertaining or insightful perspectives is a useful communication tactic for building relationships with certain audiences, but only 33% of respondents said it was very important when developing a relationship with the brand.

Impact of income, age and gender on brand relationships
A relationship between a brand and its audience can also be influenced by additional factors related to a person’s income, age, and gender. For example, those who earn a higher income may be more likely to establish a meaningful relationship with a brand, with 72% of adults earning at least $100,000 saying it was true, compared to 56% of respondents overall. An even greater disparity has been seen between the sexes with 73% of men aged 25-54 saying they can have such a relationship, while only 52% of women in this age group feel the same way.

People provide more information to brands that befriend them
Brands that value trust and human connections are more likely to receive information from their audience. According to the survey, people who feel a connection to a brand are more comfortable providing basic information about themselves, including their name (48%), email address (51%) and date of birth (52%), as well as their personal tastes, such as music (58%) and favorite hobbies (54%). They become less willing to share information like income (34%) and home address (37%), but even less willing to share information if they don’t feel connected to the brand.

Building deeper connections is a two-way street. Nearly 68% expect something in return, mostly in the form of discounts and offers that match their personal interests.

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About CTP
TPC is a BostonNew York-based creative communications agency that partners with brands seeking to drive business results by telling their stories in unimaginable ways. CTP believes that the most effective brands are rooted in humanity and that the best way to overcome business problems starts with understanding the human problem behind it.

Brian Heffron
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or: 617.412.4000
c: 781.799.9568