More human than human: Why being social is no longer enough for brands

Me and Starbucks are buds.
I feel comfortable and relaxed hanging out around Starbucks, even when I’m super stressed or busy. We share a secret language. We update each other on the latest happenings in our lives. And my husband is totally OK with me staying up late with Starbucks for a Real Housewives marathon.
Yes, I know … Starbucks is not human. But all kidding aside, I feel like I know this brand. I know its voice, its style, its personality. And yes, that’s important to me.
And not just me. According to the new study “Welcome to the Human Era” from Lippincott and Hill Holliday, consumers are demanding that brands act more “human.”
MediaPost reports that the study, based on consumer survey data of more than 1,000 brands, states that its critical for brands to portray traits like empathy, authenticity and vitality.
Why?

1. Consumers are no longer trusting – or as easily manipulated. Social media has leveled the playing field and given power to the individual. It’s no longer a given that big brands and big corporations will have the most dominant voice and presence in the industry. The content of what is being said is now more important than the volume or size of the voice.
2. Brands don’t live as long. The study says that while in 1937 the life expectancy of an S&P 500 company was 75 years, today it’s only 15 years. That’s a huge shift. Companies don’t have enough time to miss out on making a genuine connection with their audiences.
3. The individual rules. Consumers now crave intimate relationships with brands. They expect brands to understand their needs and desires and express them in not only their words, but also their actions. Consumers are looking for brands who provide an “inspiring experience” and an “authentic story.”

So what’s a brand to do? Well, consider the traits that the study identifies in the leaders of this “human model”:

• They have a deep cultural trait of customer empathy
• They “talk and act like people”
• They are “open, real and even flawed”
• They “aren’t boring”
• They “care intensely about little things”
• They empower employees to “be the brand”

Does that sound like your brand? If it doesn’t, you’ve got some homework. If it does, bravo. Let’s hang out. (Do you like reality TV?)