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Market Like A Human: The Benefit of Putting People First

Market Like A Human: The Benefit of Putting People First

Desiree Landa
September 28, 2023

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In today's world, where ads and marketing campaigns are everywhere, how a business approaches its marketing can make a world of difference. That's where humanistic, or human-centric marketing comes in. It's a strategy that puts people, their needs, and their well-being at the center of marketing efforts. Unlike traditional marketing, which often prioritizes profit above all else, humanistic marketing focuses on creating real connections and positive impacts on customers and society. In this blog, we'll explore the many benefits of humanistic marketing, from building stronger customer relationships to increasing brand loyalty and contributing to a better world. To build stronger relationships with customers, it's essential to address their pain points and concerns when it comes to interacting with businesses. One major challenge people face today is feeling like their experiences with organizations are disconnected.* This disconnect not only frustrates customers but also makes it hard to build trust and rapport. Humanistic marketing offers a solution. By putting people at the heart of marketing strategies and understanding their needs and desires, businesses can bridge the gap and create connections built on genuine understanding and care. This not only reduces frustration but also leads to lasting, mutually beneficial relationships between businesses and their valued customers.

So, how can we improve the customer experience? First, by putting ourselves in the customer's shoes. A whopping 52% of customers expect personalized offers and even more personal experiences, up from 49% in 2019.* This means businesses need to think about their entire customer journey - including, but definitely not limited to – customer interactions, brand image, social responsibility and anything else that helps customers better connect with your brand to build a sense of loyalty.

A people-centric approach is key to building strong brand loyalty. When businesses prioritize their customers' well-being, preferences, and values, they go beyond simple transactions; they create real connections. Customers become advocates and loyal supporters when they consistently get experiences that match their desires and when businesses show genuine care for their needs. This loyalty isn't just about the product or service; it's about the trust, satisfaction, and affinity that come from feeling genuinely valued and understood. In this way, a people-centric approach is the foundation of lasting brand loyalty, where customers not only come back but also enthusiastically recommend the brand to others.

Humanistic marketing also plays a significant role in improving a brand's image. In today's world, 80% of customers say that the experience a company provides is as important as its products and services. By aligning marketing strategies with the values, needs, and well-being of their target audience, businesses can craft a brand image that resonates deeply. This approach not only fosters positive customer perceptions but also positions the brand as empathetic, socially responsible, and genuinely dedicated to improving society. As a result, it drives stronger brand affinity, loyalty, and a more favorable reputation, all of which are crucial in today's competitive market.

Humanistic marketing is not just about doing good; it's also about increasing sales and revenue. When businesses prioritize people's needs, values, and well-being, they become magnets for customers. By fostering strong emotional connections and trust, they not only attract new buyers but also encourage repeat purchases. Additionally, when customers see a brand as socially responsible and aligned with their values, they're often willing to pay more for products or services, which boosts profits. Loyal customers also tend to recommend the brand to others, expanding its reach and customer base. In essence, humanistic marketing generates tangible results, making it a smart strategy for businesses aiming to succeed in today's competitive landscape.

In the marketing realm, humanistic approaches go beyond profitability; they also promote social and environmental causes. Recent statistics show that embracing diversity and inclusion can have a significant impact. For example, 57% of consumers developed loyalty to brands that not only showcased diversity in marketing but also demonstrated a commitment to diversity through their inclusion practices.** This data underscores the potential of humanistic marketing in driving positive social change. By aligning with values like diversity, equity, and inclusion, businesses can not only attract conscious consumers but also contribute to a more inclusive and socially responsible society.

Adopting a humanistic approach in business is not just a matter of ethics; it's also a smart move for gaining a competitive edge. In today's socially conscious landscape, consumers gravitate toward brands that genuinely care about their well-being, values, and aspirations. By putting people at the center of their strategies, businesses can establish deeper connections with their target audience, foster brand loyalty, and stand out from competitors who prioritize profit over people. This approach not only builds customer trust but also positions companies as socially responsible and forward-thinking, helping them stay ahead in a fiercely competitive marketplace.

Humanistic marketing isn't just a feel-good approach; it's a smart strategy for businesses looking to thrive. By prioritizing customer well-being, nurturing brand loyalty, and aligning with societal and environmental values, businesses can create a brighter future, one customer relationship at a time.

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References:
*Salesforce: State of the Connected Customer, 6th Edition
**Deloitte: Authentically Inclusive Marketing, 2021

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