So it's no surprise that the people we surveyed say that emotional drivers are just as important to them as rational ones when it comes to trusting a brand. be treated like a person, not a customer" is actually the second most emotional reason for buying. And this isn't going to get any better in the future: 68 percent of Gen X and 78 percent of belarus rcs data Millennials are looking for a deeper relationship with brands, compared to just 54 percent of Baby Boomers. In contrast, brands are "performing" today: only 19 percent of all respondents say that they are taken seriously as people by brands; and only 13 percent agree that brands want to build a relationship that goes beyond products and services.
Mutual relationships ; combining functional with emotional benefits creates a sense of kinship. Prime example: Tesla – the more I drive my Tesla, the more I do what is important to me personally and to the brand (and not to the company's accounts): minimising my carbon footprint.
individual brand personality at every touchpoint ; this is how even supposed “standards” become touching experiences. Prime example: Air New Zealand – and their 2014 safety video.