At a time when it’s easier than ever to share our thoughts on a variety of platforms, it can be difficult to know how to connect with the brands we care about. Whether it’s via Instagram comments or direct messages to customer service, how do most people go about it? What really motivates someone to take steps to communicate their messages to brands, too?
Here’s what people had to say overall:
For 86% of respondents, surveys are the go-to medium to influence the brands they care about.
Social media platforms come in second with 59% of respondents saying they see this as a first resort when sharing their opinion with brands.
Another 38% use their wallets, adjusting their shopping behavior to send a message to brands.
Finally, 28% said they contact customer support directly to communicate their feedback.
When it comes to their confidence in their ability to impact change, respondents who shared their feedback with companies directly were more confident that their feedback would be impactful.Those who used surveys, social media, and direct feedback to communicate with brands felt more influential than those who used purchase behavior.
While respondents felt that changing a brand’s direction is unlikely, influencing individual product changes appeared to be more attainable.
Although only 55% of people believe they can influence a brand’s mentality as a whole, 76% believe they can specifically impact products with their feedback.
Although it can seem difficult to believe in the ability to create change on a large scale — influencing an entire brand’s direction versus fixing a product issue — 85% of respondents want their opinion to be heard and 80% believe their opinion is being heard.
When it comes to surveys specifically, here’s the breakdown:
77% are motivated by rewards
60% want to share their opinion
54% want to have an impact
19% want to be part of a community
Whatever the motivation, it’s important for both people and brands to feel a sense of connection in both directions. It’s just as important for brands to hear their consumers as it is for consumers to feel heard.