What does brand success look like in tomorrow’s marketplace?

When did you last transfer the contents of your wallet? If you’ve had one for a long time and done this recently, I’ll hazard a guess that brand loyalty scheme cards were propping up the old leather. Once upon a time, loyalty schemes were the marketers’ best friend – but in 2022, they feel like dusty relics of an age gone past.

We’re living in a world that feels more complex and uncertain than at any other point in our lives. Political and economic instability, an ongoing global pandemic, the climate crisis, and international conflicts make it hard for people to feel confident about many of their decisions. At the same time, there has been a noticeable change in how and when people spend their time.

Instead, customers are looking for brands to aid in their personal growth and journey. And they want brands to make their lives easier while doing so. In fact, research shows that over 70% of the attributes that drive consumer satisfaction are linked to customer confidence. It is proven that brands that make the lives of their customers easier, while building their confidence to achieve their goals, will stand out from competitors at a time when such qualities are at a premium.