Sprout Social：消费者对品牌的期望报告（英文版）(28页).pdf

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1、what consumers want from brands in a divided society #BrandsGetReal Table of contents But what defi nes a connection between a brand and consumers? For starters, its not just about a brands popularity. Metrics like audience size and pageviews matter, but they say little about consumer sentiment or w

2、hy someone stays loyal to a particular company. A growing number of followers, for example, doesnt reveal why someone feels an attachment to a specifi c brand or if a shopper is truly loyal to one business over another. When asked to refl ect on their relationship with brands, two thirds of consumer

3、s equate feeling connected with trust. Furthermore, 53% of people say they feel connected when that brands values align with their own. And more than half (51%) say their relationship with a brand starts when they feel the brand understands them and their desires. People today feel more divided than

4、 unitedand its all too easy to see why. Political discussions veer toward right vs. wrong and us vs. them. Sharing an opinion can quickly devolve into name-calling and fi ghting amongst friends who dont see eye to eye. And online, this all happens at the speed of social. New data from Sprout Social

5、reveals that four out of fi ve consumers believe society is more divided today than ever before. Asked what factors contribute to societys fracturing, 68% point fi ngers at government and political leaders, and over half of consumers (55%) say social media is to blame. But despite the negativity, pe

6、ople remain hopeful. Hopeful that social media, for all its fl aws, can actually heal societys divisions and reconnect people with one another. Ninety-one percent of consumers believe social can connect people, and 78% want brands to use social to bring them together. Unlike partisan public fi gures