Consumers want things - new jeans, a new computer, someone to clean their home - from brands, right? Yes. And no. According to new data out from Mindshare consumers do want 'things' but they also want...more. Here are Mindshare's top 3 things consumers want from brands.
First, a simplified life. According to the Mindshare report about 42% of consumers say they'd like to engage with a brand who can help them manage day to day life. That is up 9% from the survey done in 2012. Linked to that about one-third of Americans say they feel pressure to stay up to date on news and information, but since they don't have time to go in-depth about 47% say they browse headlines rather than diving deep into content.
Second, smarter communication with brands.
"One solution to fragmented audiences and split consumer attention this year will be multi-sensorial experiences--psychologists have found that using more of our senses increases engagement and memory of content. From virtual reality to 4D and more, brands can use creative media in new ways to stimulate consumer senses," write the report authors.
Third, better content. Researchers found that one-third (36%) of respondents are 'more conscious' about the logos on their clothing; this change is linked to changing consumer attitudes about how the products they buy reflect on them personally. This also correlates to the content they read.
"A smarter, more educated consumer means a growing market for content with more substance. Different narrative approaches are trending too - witness the shifting character perspectives in the movie Gone Girl and the TV show The Affair," write the report authors.