Making this post about “seeing clearly in 2020” is nothing short of trite and cliché. However, being able to see all of the influences, attitudes, concerns, myths, and facts that inform and drive consumer behavior will be the difference between success and failure as we enter the new “roaring” ’20s.
And no surprise or argument here, but we are off to a roaring start. We’ve got an impeachment trial, a threatening war, an economy that is certainly uncertain, a pending election, and growing domestic issues like homelessness that are impacting communities and economies, nationwide.
While its not hard “see” the above issues as they dominate all news channels all day every day, it is sometimes hard to see how each may impact the success of our 2020 marketing efforts. And we need to take a long, deep look: Because at the end of the day, no clever campaign, no amount of social likes and shares, and no volume of media purchases can compensate for the FOTU (fear of the unknown), which is a close cousin to FOMO (fear of missing out).
Just some of the things we need to see, under a microscope, as we move toward perfect vision in 2020 include:
How Political Turmoil Affects Confidence in the Economy and, Thus, Spending
Think about it for a minute. No matter where you stand on current events, a supporter or not, all the negative energy we hear daily gets in your head. You can’t help but feel disgust with one side of the story for what you have learned to believe is “propaganda, contrived, politically motivated, or just plain deceit.” Whether it is or not, it affects you. Your brain gets muddled with harsh words, angry vocal tones, contradictions, and consciously and unconsciously your vessel gets full of chaos.
And when chaos strikes, we slow down, often giving into the fear of the unknown and hold onto what we have. We stop thinking of what we “want” and start focusing on what we need. We spend more on what we want vs. what we need and so when that mindset changes, so does our spending behavior.
Regardless of where you and your customers sit on the political fence, you need to present a brand that can calm the chaos, provide order or realism in a world that seems to have gone too deep into the fake side and chaotic uncertainty. And most importantly, you cannot take sides or you, too, become part of the chaos.
How a New Era of ‘Truth’ Impacts Consumer’s Trust in Society and, Ultimately, Brands
Lies, alternative facts, partial truths, misleading statements, altered statistics, and other little demons of communications strategies have gone from prevalent to accepted. As shocking as it is to see authorities and leaders and consumers and friends in our society defend what once was considered wrong, or still is considered wrong for non-politicians, it is more so, at least to me, shocking to see how many people are fine with it. This leads to a new standard of double standards and right vs wrong vs partially right or partially wrong. These attitudes create a new standard of trust that transcends community and political leadership, and brands. As we accept non-truths or misleading behavior in any aspect of our society, we learn to expect it. So if we accept it on a political and governing level, we tend to believe that everyone is guilty of the same behavior. So we learn to safely believe no one and nothing, including all of those claims of service and product quality, added values, and rewards of membership. We simply don’t believe as much as we used to and have learned to filter what we choose to believe, which is many cases, is very little.
Do a self check. Be honest. Are you more skeptical now than you were in three years ago? Five years ago?
What Consumers Want to Hear, Believe, and Who They Listen to
Even though you are not going to change your truth to fit the emotional needs of your customers, you have to pay attention, and close attention, to what your target audiences want to hear. As I’ve mentioned in my many other columns, we throw out truths, facts, and evidence if it doesn’t fit our construct of the world as we want to see it. What do you customers want to see? Again, don’t change your truth and put your integrity on the line for sales and profits. But do know what those issues are, as it gives you a glimpse of your customers’ values and what messages are likely to resonate with those values. Are they conservative? Liberal? Stay focused on messages that reflect the traditions that guide them.
Regardless of where you see your brand going in 2020, take time to look deeply at what is happening around your customers, and how those happenings or “reported” happenings affect the mindset of your constituents. Does it add to FOTU, FOMO? Or spark heated debates on Facebook or across the fences? Survey your customers and learn what moves them, what scares them, what inspires them.
Ask much more than the typical NPS question and customer satisfaction questions. When you do, you will not only gain that 2020 vision, you set your brand up to roar in the best of the ‘20s yet to come.