We’ve entered an age where our values as a society are shifting. Customers listen and respond to brands that are genuinely good, mindful, relevant, respectful and honest – businesses who serve them and understand them. Brand connection, just like human connection, is more psychological than logical, and more unconscious than conscious.
As businesses, we are increasingly in a position to understand and answer people’s individual needs and play an intrinsic part in enabling their wellbeing. It’s becoming increasingly irrelevant to look at your customers as broad and generalised demographics. Instead, striving to understand innate needs and desires and authentically connect will ensure long-term win-win relationships. We use human-centered research to learn about people in order to understand those needs and desires.