Having the right privacy policies in place, managing data responsibly, and asking for consent upfront and often can show consumers that you are taking their consent and privacy seriously. Once a brand gains their trust, it can offer its customers value in exchange for more data. Such as preferences, interests, and motivations, allowing it to not only own its own data but also personalize content for its customers and create lasting emotional connections that lead to lifelong loyalty.
The arrival of the coronavirus crisis has meant that many consumers have felt isolated and have begun to look for ways to feel connected to a greater purpose. Such as, for example, the environment or their guatemala business email database role in the local and global community. According to Forrester , 41% of adults who go online are looking to buy from companies that align with their values .
Once we overcome the coronavirus pandemic and the economy recovers, brands that have contributed most significantly to society will benefit the most. Whether it's helping local communities, making changes to be more environmentally friendly, or taking a stand against social injustice, when consumers find a brand whose values align with their own , a deeper emotional connection is created.