We all want brand awareness, but which one?

I remember the lengthy planning meetings with the sales teams where the only thing we all agreed on was 'we need more awareness.' So, the instructions to the agencies and creative teams were always the same. Sound familiar?

It makes sense. The brain likes what it recognizes because it feels safe. Familiarity feeds a sense of belonging. However, acceptance will always depend more on a brand's reputation than its recognition.

There are well-known brands infamous for their lack of transparency, credibility, quality, or terrible customer service. So, the task is more profound than just 'making noise,' as we often say.

The demographic we are targeting matters now more than ever. The upcoming generations have increasing purchasing power, yet 74% of them avoid paid advertising. Moreover, the 2023 Edelman Trust Barometer: The Collapse of the Purchase Funnel study revealed that 79% of Generation Z emphasizes the importance of trusting the brands they choose. They hold the power to influence other generations (68% of the population admitted being influenced by Gen Z in their purchasing decisions).

The same study, conducted in 14 countries, showed that 73% of people value brands that enhance their sense of security and protection (+9pts vs. the previous year), compared to 27% who are more attracted to brands sparking their sense of adventure. Aligned with the first result, a brand's commitment to social issues multiplies consumer acceptance; for example, addressing climate change: 5x.

This confirms that impulse purchases are becoming rarer, and brand recognition won't always be the green light for our consumers. With that said, it's time to conduct a brand diagnosis and assess how our processes, products, and communication align with our now more conscious consumers' priorities.

Let's rethink our strategy. The needle moves less with the budget allocated for frequent ads and more with the differentiation and impact our presence makes in the market.

Remember, consumers no longer believe what we tell them in advertisements; they believe in the consistency of our promises and in the positive impact each transaction leaves on the world.