By Dan Krigstein (Director, The Growth D_Stillery) and Terri Hall (Managing Partner, TRA)
Digital dialogue between brands and consumers is a critical factor in shaping strong connections. But how can we ensure that these relationships are nourishing long term, if one of us isn’t bringing our true self to the table?
In an age of curated personas broadcast across the vast array of social media platforms available, choreographed versions of ourselves are becoming more like caricatures of ourselves. When in reality, these digital avatars only project one tiny version of the whole truth to the world.
In reality, we’re more like chameleons, meticulously managing our ‘impression’ through our behaviours and appearance. This multiplicity is a natural part of being human. We are constantly adapting and filtering who we are – this depends on the people we are with and what we would like to present to the world.
The reason why we do this is because we have a deep need for acceptance from others. American sociologist Charles Cooley once described this as the looking-glass self – how we imagine we appear to others. Like using a mirror, we adapt our sense of self through the eyes of others.
This ‘filtering’ of self, in the pursuit of feedback, is inherently linked to our identity. It’s not new. But this process, particularly when applied to the digital age, becomes increasingly complex as we get confined to templates and layouts… that are often uncomfortably permanent.
On top of all that, a blurring of our different audiences into the digital space, known as ‘context collapse’ creates added confusion to what version of self we present. It’s no wonder that we’re filtering so much more of who we are in our digital lives. It’s safer that way.
So, it didn’t surprise us that when we sought to understand how this backdrop was impacting consumer decision-making, the emergent driver of choice was a sense of psychological safety. And that when we don’t feel safe, we filter.
Moreso, when our perceived safety is low (and filtering high), we become hyper-aware of our choices and incredibly anxious about getting it wrong. This is when it becomes more challenging for brands, as we’re not only less likely to choose, but more likely to be unhappy with the choices we make.
So how can we, as marketers or brands, create authentic, meaningful connections with the Unfiltered Self?
A recent study conducted by TRA (The Research Agency), in partnership with News Corp‘s Growth D_Stillery, sheds light on this filtering dynamic and its profound impact on decisioning behaviour. The research highlighted the critical importance of building psychological safety to facilitate and influence consumer choice.
The study found that 60 per cent of choice is influenced by perceived safety. That’s in comparison to personal investment and engagement with the category – traditionally where marketers focus efforts – which only accounts for 40 per cent of choice. This represents a major shift in consumer priorities (and perhaps, we’d argue, the development of a new 60:40 rule). Results show that brands shifting from a low to high perceived safety context increase the likelihood of being chosen by more than a third.
To nurture the decision-making process, and become the preferred choice, brands would be wise to shift focus towards cultivating a sense of psychological safety.
In pursuit of this ambition, there’s no silver bullet, but there are principles that marketers can adopt – based on these emerging psychological dynamics. These principles are not new. Rather, they represent a set of tools that are more potent today, and will become increasingly potent, as we navigate a world that’s looking a little scarier.
1. Reframe the role of niche
In today’s world, niche no longer means small. Universal doesn’t have to mean mass. There is a transcendent sway away from ‘loose tie’ contexts to strong-tie communities bound by shared beliefs, values, and interests. There is incredible power in meeting your consumers in quieter dedicated spaces, or even creating them, to give people a greater sense of control and opportunity to contribute.
2. Rethink influence
Traditional notions of influence where power lies with a single influencer are evolving. We are more sensitive to power distance than ever before, and attracted to relationships that allow equal dialogue. Brands should focus on fostering equal power dynamics within network relationships, where pursuits (or shared fandom) create collective momentum.
3. Harness social norms
People find safety in shared norms and behaviours. Brands can leverage social norms as shortcuts to familiarity and relevance, either by aligning with existing norms or helping reverse negative trends.
4. Consistency in commitment
Enduring relationships are built on consistent commitment from both parties. Actions or postures which seem erratic will spook the herd. Commitment to our customers breaks the transactional nature of many relationships. Enduring commitments also act as a life-raft in times or turbulence.
5. Shift from coach to companion
Brands should aim for a symbiotic relationship with their audience, where there is an equal feedback loop. Adopting a companion approach encourages open communication and fosters a sense of safety. They allow more give, accommodation and vulnerability, from both sides. Walking alongside not only lowers brands guard, but will elicit better feedback and success vicariously becomes shared.
6. Prioritise less over more
Offering fewer choices can combat choice paralysis and reduce the cognitive load on consumers, making decision-making easier and more enjoyable. Reducing the many ‘hypothetical trade-offs’ that our customers can’t help but subconsciously make will land with safer and happier brand associations.
These are six simple ways your brand can enhance a sense of safety, connect with more unfiltered versions of your audience, become the preferred choice, and foster long term resilient relationships.