YouGov Affluent Perspective 2017: Relationship Between Consumers and Brands

YouGov Affluent Perspective 2017: Relationship Between Consumers and Brands


♫ ♫ I’m Cara David with the Affluent Perspective
on the relationship between consumers and brands. Nearly three-quarters of the
global affluent say there are very few brands that they
personally relate to, and this feeling is consistent around the globe. The
relationship begins and ends with something everyone seeks – recognition. 72% of affluent consumers want
brands to show appreciation for their loyalty. After all they know how important their business
is to the brands that they choose. For marketers, this dynamic is an opportunity. A sense of a real connection with
a brand is strongly linked to their loyalty. These consumers want to really
feel like they have a personal relationship with you. This feeling is
particularly strong in the Middle East and APAC. To relate, you need to have a
deep sense of who they are, so listen. They tell us that they’re
honest, so be open and real. They’re intelligent, they relate
to brands they perceive to be smart. They’re friendly,
so greet them with warmth and ease. And they’re practical and independent so
empower your employees to make reasonable decisions on the spot. New brands, new options, new products are all
competing for your customer’s devotion. Affluent consumers in general
feel less loyal than in the past. Connecting with them on a human level
will go a long way to maintaining valued relationships. And that’s the Affluent Perspective. ♫ ♫

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