5 Key Takeaways from Sitecore's 2022 Brand Authenticity Report

5 key takeaways from Sitecore’s 2022 Brand Authenticity Report

In April 2022, Sitecore surveyed 1,174 US consumers to understand the impact of technology, social change, and economic events on buying behavior and customer expectations. Based on the findings of Sitecore’s 2022 Brand Authenticity Report, I’ve put together 5 key takeaways and tips to help future-facing marketers and business leaders improve their CX and deliver more authentic customer experiences.

1.   Practice empathy and understanding

With 8 in 10 US consumers believing empathy is an important part of what makes them do business with specific brands, today’s consumers want to feel like brands understand their needs, ‘know’ what they need before they need it, and make helpful recommendations. Amazon and Dyson are two examples of brands that excel at anticipating their customers’ needs by delivering intuitive product recommendations. 

Go off-script

According to the report, 82% of consumers said they would be more loyal to a brand if the customer service representatives were able to offer solutions beyond just reading a script. Brands like Zappos that allow their customer service teams to go off script really wow their customers.

In fact, your frontline people are the experts when it comes to day-to-day customer pain points - engage with them to find out the areas of your business that you need to improve.

2.   Be inclusive

It’s refreshing to see brands like Savage X Fenty embracing not just diversity in color and culture, but also body types. This type of inclusivity makes me want to support the brand, not just for their clothing, but for who they represent.  And many of my friends think the same way - sometimes people want to empower a brand’s message more than the product or service. Marketers need to recognize this - 81% of consumers surveyed say they want companies to make a conscious effort to ensure they’re represented in their marketing and communications.

3.   Take a stand

Consumers want to know more about your brand than simply the products you sell - 68% of those who took part in Sitecore’s survey feel that it’s important to know what causes their brand stands support.

When you think about brands that are known for taking a stand, one of the most obvious is Ben & Jerrys. They support a range of causes – and they take very definite stands.

Patagonia is another great example – they champion sustainability, plus they invite their customers along on the journey with them to help improve their products!

Focus on causes that affect your customers, your potential customers, your team, and that you, yourself stand behind, and then find a way to give your customers and potential customers a little peek into how you support that cause – let them get a behind the scenes view into where the heart of your brand lies.

4.   Be transparent

According to Sitecore’s 2022 Brand Authenticity Report, 62% of American consumers said that they would be willing to pay more for items if they knew that it meant employees were being well paid and 91% of those surveyed said they want brands to clearly communicate their reason for price hikes. Be transparent about prices increases, use social media to share your challenges or your commitment to employee welfare - oftentimes you’ll be rewarded for your openness and transparency.

5.   Make the shopping experience seamless

More than one third of shoppers surveyed have returned to a brand after vowing to never shop with them again. Sometimes it’s a fear of missing out. It might be ease of experience. There may also be limited competitors in the market.

One of the best ways to retain customers is by providing a seamless customer journey – make relevant recommendations or offer faster delivery than the competition.

Of those surveyed, 46% of consumers said that they live for the experience and love of shopping, while about 30% said they’re complete digital converts and want to now purchase nearly everything online. For this reason, it’s extremely important that brands maintain the same standards both online and in-person.

Branded apps are seamlessly bridging the gap between in-person and online experiences. Cosmetic brands are leading the way – everyone from Sephora to Mac allow you to try on colors at home. Some clothing brands now allow you to virtually try-on outfits. Personally, I now prefer to buy from furniture companies that allow me to see items virtually in my home before I make a purchase.

Simplify the payment process

We now have one-click purchasing, ordering has sped up, and delivery is faster. There are also services that allow people to pay later. More types of payments are being accepted. These integrations all impact online conversion in a positive way.

I hope you’ll take a moment to read Sitecore’s 2022 Brand Authenticity Report in its entirety. It has so many juicy details and information that can help you make strategic decisions going forward. And not just improving the customer experience online, but also in terms of brick-and-mortar experiences. And keep in mind, being inclusive, empathetic, and truthful, are three of the most important traits that a brand can have right now to build brand loyalty. 

Crystal Washington is a technology strategist and futurist. Connect with me here on LinkedIn.