Instant feedback is changing how brands and consumers interact
Over the years, with the increase in the availability and accessibility of information and educational material, consumers are becoming more health conscious. Unlike a few decades ago, today’s consumers are extremely sensitive of the ingredients used in a product, the manufacturing processes followed and, more importantly, the value proposition a brand and its products represent. The end consumer wants to imbibe these big ideas and value systems into their lives. We also see an increase in public awareness around a company or brand’s CSR initiatives and the need for transparency. What a brand is doing to give back to society is a frequent topic of debate and discussion. Excellence and prompt communication in these areas lead to a successful and widely accepted brand.
Additionally, social media has transformed the methodologies through which consumers and companies engage with each other. Communication has become instant and is no longer unidirectional as there are several ways a consumer can now connect with a brand easily. Impact is measurable and data systems are frequently used to elevate a brand’s communication strategy. The feedback system has become more direct, transparent and immediate. The age-old belief of the customer being always right still holds true and more businesses are adopting consumer-centric approaches to sales and marketing.
Today’s consumers are extremely sensitive of the ingredients used in a product, the manufacturing processes followed and the value proposition a brand and its products represent. — Arvind Varchaswi MD, Sri Sri Tattva