According to a new study from Edelman, brands are failing to perform in the areas consumers consider most important to building and maintaining connections with them. The researchers surveyed 11,000 online consumers, in 8 countries, who participated in a minimum of one brand engaging activity in the previous year. The study found that 90% of people want marketers to more effectively share their brands. Yet on average, only 10% of people think any given brand does it well.
Shared dialog is the first step toward brand sharing with people of all ages. On average, 40% of people want the selected brand to engage in more meaningful conversations with them. By age group, share preference is as follows:
- Age 18-29 33%
- 30-44 38%
- 45-64 44%
- 65+ 41%
Marketing Charts, in reporting on the study, says that the biggest gap between importance and performance came in the area of “communicating openly and transparently about how products are sourced and made.” While 54% of respondents considered that an important area (Top 2 of 5) for brands to build and maintain connections with them, just 12% believed that the statement applied to the brands in question.