Shifting Values, Shifting Business | Hyperquake

文章推薦指數： 80 %
投票人數：10人

Understanding the bigger shift in values gains us insight into human ... your brand can relate and convey the new values in an authentic way ... × About Capabilities Work Stories Careers Contact × Pressentertosearch Submit ShiftingValues,ShiftingBusiness BySherwoodMacVeigh August14,2020 TwitterFacebookLinkedinPinterest PreviousArticle NextArticle Accordingtobehavioralscience,thesetofbeliefsthataconsumerholdsabouttheworldisakeyinfluencerofconsumerbehavior. ThelatestMcKinseyarticle,“Understandingandshapingconsumerbehaviorinthenextnormal”talksabouthowconsumerbeliefsandbehaviorsarechangingfastandtokeepupwith—andperhapseveninfluence—thosechanges,companiesmustleveragedeepconsumerinsights. “Beliefsarepsychological—sodeeplyrootedthattheypreventconsumersfromlogicallyevaluatingalternativesandthusperpetuateexistinghabitsandroutines.Companiesthatattempttomotivatebehavioralchangebyignoringorchallengingconsumers’beliefsarefightinganuphillbattle.”1 Thearticlesharedthatnewexperienceshavecausedpeopletochangetheirbeliefsaboutawiderangeofeverydayactivitiesfromgroceryshopping,toexercising,tosocializing.Whenconsumersaresurprisedanddelightedbynewexperiencesevenlong-heldbeliefscanchange,makingconsumersmorewillingtorepeatthebehavior,evenwhenthetrigger(inthiscase,theCOVID-19pandemic)isnolongerpresent. Inotherwords,thisisauniquemomentintimeduringwhichcompaniescanreinforceandshapebehavioralshiftstopositiontheirproductsandbrandsbetterforthenextnormal. Forexample,approximately15percentofUSconsumerstriedgrocerydeliveryforthefirsttimeduringtheCOVID-19crisis.Amongthosefirst-timers,morethan80percentsaytheyweresatisfiedwiththeeaseandsafetyoftheexperience;70percentevenfounditenjoyable.And40percentintendtocontinuegettingtheirgroceriesdeliveredafterthecrisis,suggestingthatthey’vejettisonedanypreviouslyheldbeliefsaboutgrocerydeliverybeingunreliableorinconvenient;instead,they’vebeensurprisedanddelightedbythebenefitsofdelivery. Newexperienceschangedtheirbeliefs,buttheelevationofthecorehumanvalueofsafetyinitiatedthenewbehavior. Top-RankedValuesByGeneration MNITargetedMedia,GfKMRI Safetyvalues/beliefsareshifting.  COVID-19andsocialinjusticeshaveredefinedwhatpeoplebelieveaboutwhatitmeanstobesafe.Whilepreviousviewsarestillvalid,safetyisatanall-timehighandconstantlychanging.TheCOVID-19crisisandchangingbehaviorshavebeenprovokedbytheneedtostaysafe. Valuesdeterminebehaviorandarealwaysshifting. Understandingthebiggershiftinvaluesgainsusinsightintohumanbehavior. Everydayitisourpracticetoreviewcurrentstoriesandreactionstothesocio-cultural,political,economic,environmental,andtechnologicalconversationstoidentifytheunderlyingvaluesandpersonalitythatisassociatedwiththatshift.Weapplythisknowledgetobrands,findingthesharedvaluesheldbetweenabrandandthepeopleitserves.Revealingthisdeeperunderstandingofwhatvaluesthebrandisconveyingtowhatvaluespeoplearebelievingenablesustocreateastrategythatisanchoredinacorevalueandresonateswiththepeopleitserves. Reviewingvaluesinthecontextofabusiness,andhowpeopleareexperiencingtheworldaroundthem,enablesustoultimatelybuildstoriesthatconnectwithpeople. TheMcKinseyarticlecontinuestotalkabout5thingsbrandscandowiththesechanges: Reinforcepositivenewbeliefs. Shapeemerginghabitswithnewofferings. Sustainnewhabits,usingcontextualcues. Alignmessagestoconsumermindsets. Analyzeconsumerbeliefsandbehaviorsatagranularlevel Butbeforeabrandcandoanything,ithastobeabletoclearlyidentifywhatvaluesareshiftingand,evenmoreimportantly,thepersonalityitisevoking. Valuesconveyacertaincharacteristicinpeopleandinbrands.Ifvaluesareshifting,wemustconsiderhowthebrandisgoingtorespond.Thereisacertaintonalityassociatedwithvaluesthatwemustbeawareof.Thisisimportantbecausetoconveyavalueinanauthenticway,abrandmustbeabletounderstanditsimpactonthebrand’svoiceinthemarket. Thebranddoesn’twanttosoundlikeaposer,orworse,aliar.   TheArchetypeWheel GroundedinJungianPsychology Webelievebrandsarelikepeople. Brandsthatsharethesamevalueswithconsumerscaninfluencetheirbehaviorinawaythat’strue.Thosevaluesleadtostrategicchoicesforthebrandandbusinesstoanchorthemselvesinanauthenticwaysothattheycanreachouttoconsumersandengagewiththembothemotionallyandrationally. Tobetterunderstandifyourbrandcanrelateandconveythenewvaluesinanauthenticway askyourselfafewquestions: Doweknowthevaluesthataredrivingpeople’sbehavior? Canweleveragethevalueandcharactertraitsinanauthentic,genuineway?Willitmakeourplaceinthemarketmoredistinct? Whatpersonalitytraitsareresonatingwithpeopletoday? Whatdoesourbrand’sbehaviorconveytopeopletoday? Isourbrand’spersonality,purpose,andpromiserelevanttopeopletoday?Howareweemotionallyconnectinginthesechangingtimes? SharedValues Oncevaluesareknown,andyouareconfidentthatthebrandcangenuinelyalignthemwithitsvisionandmission,youcanmakesomestrategicchoicesthatareauthentictoyourbrandandthepeopleitserves. Attheendoftheday,wemoveproductsbymovingpeople.  1McKinseyandtheYaleCenterforCustomerInsights,waswrittenbyTamaraCharm,RaviDhar,StaceyHaas,JennieLiu,NathanNovemsky,andWarrenTeichner ShareOnTwitterFacebookLinkedinPinterest Subscribe Notifyof newfollow-upcomments newrepliestomycomments Label {} [+] Name* Email* Website Label {} [+] Name* Email* Website 0Comments InlineFeedbacks Viewallcomments wpDiscuzInsert

請為這篇文章評分？

延伸文章資訊