The year is 2014, and America is on edge. Consumers are still working to recover from the recession, job cuts, and the housing collapse. There’s a fear of rising international powers, exploitation of personal data, natural disasters, failing health, and growing debt. “Over 32 advanced civilizations have collapsed before us,” reads a trending headline, “and we’re next in line.”
While this general sense of “nobody’s safe” is not a new trend, it has certainly become stronger over the past several years and has culminated in an underlying state of uncertainty. For example, according to Mintel, 52% of Millennials think a lot about their financial future, and 34% of consumers say that investing in the stock market is too risky for them. A Pew Research report revealed that 86% of online adults say they’ve taken steps to avoid online surveillance. Additionally, a 2012 American Psychological Association report says 39% of respondents said their stress levels had increased over the past year, and 44% said it had increased over the past five years.
Consumers are anxious and risk-averse. The good news is that in spite of these negative sentiments, consumers are not avoiding purchases altogether. Their buying decisions are simply more measured. Consumers want to invest in high-quality products that will last longer. The focus is on prevention and preparedness for whatever ills the future holds.
Building trust with your audience
Brands will do well to build confidence among their customers. Below are three ways for your company to build its authority and encourage sales.
1) Be consistent
This should almost go without saying, but time and time again this crucial aspect of trust is ignored. Consistency must touch every aspect of a business, from the tone of the copy to how well customer service follows through. Small changes might involve letting the order-loving personalities on your team step forward to formalize standard procedures for all employees to follow. In the bigger picture, marketers should ask whether their efforts are merely flashy, or if they’re exuding a uniform brand image associated with quality, durability, and stability.
2) Focus on the positives instead of on fear tactics
Creating a fear and then relieving it is much more complicated and less reliable than merely relieving an existing fear. Ask: How does your product or service combat an existing anxiety?
3) Offer credibility
Think testimonials, certifications, awards, and social proof. Consumers want to know that a business has been reviewed by an outside source and found adequate. Highlight such qualifications on your website and share social media testimonials regularly to show that your brand is well-thought-of beyond the consumer’s inner circle.
