Regardless of the well-expressed expectations of at this time’s shoppers, manufacturers and companies are understandably hesitant to take sides on hot-button societal points, however new analysis from comms large Ruder Finn brings these leaders and firms some much-sought elucidation—the agency’s newest survey finds they don’t essentially must explicitly outline a place on a polarizing subject, however can nonetheless engender positivity just by demonstrating that they’re listening.
The agency’s new report, Collaboration & Consensus: Do Customers Really feel Heard?, questions whether or not shoppers really feel listened to by manufacturers, and the way a lot shoppers truly wish to hear from manufacturers on public points—and reveals how energetic listening can assist corporations higher interact shoppers in a fragmented world.
Key findings included:
Customers wish to be heard
Most shoppers (57 p.c) actively interact with manufacturers both by way of on-line commenting or direct outreach.
Individuals need manufacturers to point out that they’re listening
Practically all (93 p.c) shoppers imagine that manufacturers ought to react to public opinion.
However listening doesn’t imply agreeing
Nearly half (43 p.c) of shoppers say they might really feel {that a} model listens to them—even when the model took an opposing stance on a public subject—so long as the corporate demonstrated that it heard their perspective.
Engagement breeds positivity
Customers are 4 instances extra prone to categorical optimistic suggestions than unfavorable and 7 instances extra prone to really feel extra optimistic a couple of model after partaking with them.
Individuals really feel manufacturers pay attention, however can nonetheless do extra
Customers are 3 times extra prone to say manufacturers take heed to people, and 6 instances extra prone to say manufacturers take heed to teams. However solely about 1 in 2 say it’s simple to contact manufacturers, with 38 p.c of Gen Z saying it’s simple to contact manufacturers in comparison with 53 p.c of Millennials and 58 p.c of Gen Xers.
“The outcomes of our newest survey point out the significance of an empathetic management model that demonstrates listening when partaking at this time’s shopper,” stated Kathy Bloomgarden, CEO of Ruder Finn, in a information launch. “This analysis additionally discovered that leaders and firms needn’t take sides on polarizing public points, however suggests they need to enable discourse between all voices, honoring each unfavorable and optimistic views. It’s extra essential to point out that you just’re listening than it’s to talk out. This has vital implications for at this time’s management model and figuring out how leaders interact with teams with totally different opinions.”
Learn the total report right here.
The survey’s pattern consisted of 1,000 U.S. shoppers ages 16 and above, who have been surveyed between December 19, 2022, and December 20, 2022. This survey was performed and analyzed in collaboration with Full Spectrum Insights with the pattern procured utilizing the Pollfish survey supply platform.
