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Study Shows People Dislike the Term “Consumer”, Want to Be Seen as Human

If you have ever bought anything in your life, you are a consumer. It’s as simple as that, and this obviously means that everyone in the world is a consumer. However, another thing to note about this term is that it can be rather dehumanizing, and while it can be useful from a data collection perspective it turns out that most people don’t like being reduced to little more than consumers with all things having been considered and taken into account.

A communications agency by the name of CTPBoston recently released their new findings which revealed that consumers want to be seen as human, and this can be seen in their desire to see more personalization from the brands they buy from. 64% of all consumers that were included in this report said that they tend to go for brands who they feel care about their individual needs, and if you look at younger demographics including people between the ages of 23 and 34 this percentage jumps to 72%.

With all of that having been said and now out of the way, it is important to note that offering this level of personalization can make it easier for brands to get useful data from their customers. According to this survey, consumers are 58% more willing to share music tastes, 54% more likely to share hobbies and 51% more likely to share their email with a brand that they feel some kind of a personal connection with because of the fact that this is the sort of thing that could potentially end up allowing them to trust the brand.

One more thing that you should know is that men that earn over $100,000 per year are more likely to trust brands. 72% of adults that earn this much agreed with the statement, far higher than the 56% of total respondents who said that they felt they could establish a relationship with brands that they might perceive as being meaningful. There is a marked gender disparity when it comes to how brands can maintain such relationships with their customers.

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Read next: Creator Campaigns Become a Bigger Priority for Brands in 2022, 66% of Budgets Increase

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