MomentumWW-Consumer-Connection-With-Brands-June2014

This headline caught my attention.

As it should catch the attention of any of us who are paid to build, protect and develop brand value. We should not dismiss this, like we dismiss it when consumers say they think products should cost less and that they eat less junk food than we know they do.

We should not dismiss it, because the green statistics are signs of things that have been – for US marketers – not of things to come. And we need to understand why, and evolve and adjust our not just our marketing strategy…but our product development and entire go-to-market approach.

People grow apart for valid reasons. And consumers and brands are growing apart. Or – more precisely – consumers are maturing and doing grown up things, and we marketers are still loitering around the convenient stores, drinking suicides and trying to get better at Asteroids.

That consumers are maturing, thanks to increased access to information and a ton more choices, is not a tragedy! Rather, it is the opportunity of a lifetime – for all of us.

Empowered, informed consumers create the context we’ve all been dreaming of…a chance to have a deeper, more meaningful, sustainable, efficient and longer lasting consumer relationship (which is also, by the way, the real definition of “brand loyalty”) .

Susan O’Neal Gear has over 20 years of experience at the intersection of consumers, marketing and technology. Passionate about all aspects of a consumer’s relationship with brands and retailers, we’re spending the next year looking for new, groundbreaking thought leadership – if not disruptive solutions – with the potential to redefine the parameters of consumer loyalty. If you also want to see some game changing happen -then follow Upstream Insight, contribute your voice, share this post…do something!