Are consumers burning out on being constantly connected? Mindshare analysts think so. In its 2014 Culture Vulture report, the company shows that consumers feel overwhelmed by technology. This is just one of several trends that brands should be paying attention to this year.
The Culture Vulture survey covers the input of 2,000 consumers. In the last 3 years, the number of consumers who want to pass along interesting brand information to friends and family members has dropped from 66% to 47%. This significant shift could mean that consumers are feeling less connected to brands in general. Mark Potts, Managing Director, Mindshare North America, is urging brands to analyze and adapt to new consumer expectations to stay relevant.
The survey revealed consumer trends that brands can tap into:
- The Home: Previously, consumers spent money on items to make their homes personal extensions of themselves. Today, brands should be emphasizing the utility and comfort of homes because consumers are focused on these features.
- Softer Masculinity: Women may be acting more confident and working outside the home in nontraditional roles, but men are showing interest in social responsibility and in expressing their emotions.
- Positive Attitudes: Consumers are feeling better about the future economically. This new confidence will spur them to spend more, especially on activities that appeal to their curiosity and sense of adventure.
Brands can specifically target consumers by turning to Big Data. Mindshare analysts call this trend science-savvy. They’re referring to social sciences like behavioral economics and psychology. Marketers who collect and integrate this information into their ad campaigns “can rekindle their relationship with consumers by creating unique content and experiences tailored for their specific interests, lifestyles, and behaviors, which are embedded in science and real-time responsiveness.”
If consumers are indeed tiring of constant marketing and sharing, brands will want to tread carefully when they make a connection.
To learn more about Brand Friends and Followers, check out the AudienceSCAN report available on the Research Store at ad-ology.com.