Consumer expectations for brand communications are shifting. Customers now expect prompt responses to their inquiries while still craving a genuine, human connection with the brands they engage with. As these habits and expectations evolve—particularly among younger consumers who increasingly rely on instant communication channels like SMS, WhatsApp, Facebook Messenger, and Instagram—brands must understand where their consumers are and find ways to connect with them across all the platforms they use daily.
Brand marketers face a significant challenge: the growing disconnect between consumer expectations and brand messaging. The days of brands dictating what's good and how consumers should feel about their products are over. Audiences are no longer passive recipients of marketing messages; they have demystified the idea of the brand and now demand a more genuine, relatable approach.
The Shift: From Brand Authority to Consumer-Led Narratives
Traditionally, brands held the power to shape consumer perceptions. Marketing campaigns were crafted to project an image of authority, convincing the audience of what was best for them. However, this model has shifted dramatically. Today’s consumers are informed, vocal, and skeptical of traditional marketing tactics. They are not just looking for products; they are seeking brands that understand and resonate with their values and needs.
This shift is driven by the rise of social media, o