REBUILD YOUR TRIBES FOR BUSINESS GROWTH
Covid-19 force-fed the world a massive piece of humble pie, so to speak. People and businesses are still reeling from the imposed isolation and fear of an unknown future. Businesses are being forced to adapt and implement changes at speeds faster than ever before. The actual strength of Customer Brand Loyalty has become more obvious. People’s Relationships are being tested and the realisation of what really matters is coming into the forefront.
At our core, we as humans are Tribal. It is therefore only natural that when we surround ourselves with people who share our views and values that our views grow more unshakeable and in some cases even extreme. People (Customers) tend to de-legitimise those who are different, those attempting to create dissonance with their views, values, and need-states. Covid-19 has reinforced this belief and behaviour especially when people are faced with the pandemic in which we all find ourselves.
Look at your own customer behaviour and priorities over the recent quarter. How much of what you used to do (even liked to do) would you continue to do going forward? How many of those plans are still on your To-Do list? Is that new car still high up on that list? What about the house? The International holiday? The home redecorating? and so on.
Your behaviours and priorities have changed and so have your customers. Consumers will continue to buy products and services that they believe are necessities; however everything else has been de-prioritised. Maybe your brand's product or service has been de-prioritised in your customers 'NEW' need-state. So, if things have changed and there is a 'NEW' Normal, how can businesses Rebuild their Tribe in a Covid-19 environment?
WITHOUT A TRIBE, YOU'RE IRRELEVANT, INVISIBLE AND IGNORANT
Its time to relook at some of the basics. We live in an overly (digitally) connected world. As social creatures that are naturally wired to connect, we rely heavily on others around us to be our sounding boards, our shoulders to carry the load, help us weather the storm and guide us through the centre to safety. Sure there are those of us who prefer to do it alone but most of us prefer a little company along the way. After all there is no fun to be shared and experienced when you do it alone. We search for people who echo our perception of an incredible life and resonate with our frequency.
In the new normal, consumers will become more tuned to “Trust but Verify”. Consumers will constantly need Brands to verify that they are part of the tribe, that they remain cheerleaders in consumers' successes and saviours in need-states, else risk being excommunicated from the tribe.
The new normal demands a balance of give and take. Consumers need to constantly experience a brands commitment to a win-win and that they consistently check in with consumers to keep the relationship alive and healthy. Brands cannot only speak up when they want a consumer to buy a product and never show up when the tables turn.
In the new normal, consumers expect brands to keep things real and honest. Promises Kept Makes Customers for Life. Failure to do so will result in the door hitting brands on their way out.
In the new normal, you are only as strong as your tribe. Your consumers, your employees, your partners need your brand far less than you think they do. We all need each other, often more than we are willing to admit.
FIND YOUR TRIBE
BABY BOOMERS
Born between 1944 and 1964, they are currently celebrating their twilight years. A significant majority are available on Facebook (in their efforts to stay in touch with their family members and old friends). This generation prefers to deal in cash vs. digital money and hence prefer local bank branches. They hold on strongly to their traditions. More Indians are outliving their retirement fund, declining pensions etc. With limited earning potential they are extremely price- sensitive and not willing to indulge beyond what is needed. They look to ease the tough lives of their children and grandchildren.
If they are your customers; how has the pandemic affected them? What is their NEW Normal? How can your brand help alleviate their pain? How can your brand become part of their Tribe and they a part of yours?
GENERATION X
Born between 1965 and 1979, this generation cohort is rather unique as they are busy raising their children; climbing the corporate ladder; paying off loans and looking after aging parents. They are Tech Savvy and sometimes prefer to transact face-to-face. Trust is big deciding factor with this cohort. This generation has experienced the Rise of Personal Computing, Telecommunication, Cable TV (non DD), the Software Crash etc
If they are your customers; how has the pandemic affected them? What is their NEW Normal? How can your brand help alleviate their pain? How can your brand become part of their Tribe and they a part of yours?
GENERATION Y
Born between 1980 and 1996, this cohort is often called Millennial. This generation while it watches TV, is more open to OTT platforms because of their extreme comfort with mobile devices. Their lives increasingly are revolving around social media. This generation has little patience for poor service and little to no brand loyalty. Most things are transactional in their world view (vs relational). While they prefer to shop online they do so because their place their trust with brands that have superior product history (e.g. Apple, Google, Nike etc). This generation has experienced the Internet, Social media, international holidays as children and 9/11.
If they are your customers; how has the pandemic affected them? What is their NEW Normal? How can your brand help alleviate their pain? How can your brand become part of their Tribe and they a part of yours?
GENERATION XY
This is a sub-sect between Generation X and Generation Y. Born between 1975 and 1987. What makes this sub-sect so fascinating is that in India, this sub cohort has experienced no technology to new technology (e.g. getting a landline phone after waiting for 3 years, to Mobile Devices. From getting a Black & White TV with 2 channels at home to having Cable TV with over 100 channels. From going to theatres to watch movies to having VCD players at home. From having maids to wash clothes to having front load washing machines etc).
If they are your customers; how has the pandemic affected them? What is their NEW Normal? How can your brand help alleviate their pain? How can your brand become part of their Tribe and they a part of yours?
GENERATION Z
Born between 1995 and 2012, this generation is know as Centennials and have grown up in a hyper connected world. Smart phones are their preferred method of communication. Their world is online in every sense of the word - Online gaming, Online banking, Online shopping etc. This generation has learned from the mistakes of their parents (Generation Y) the importance of financial education (financial planning, saving and investments)
If they are your customers; how has the pandemic affected them? What is their NEW Normal? How can your brand help alleviate their pain? How can your brand become part of their Tribe and they a part of yours?
GENERATION ALPHA
Born after 2010, this generation is completely unique in comparison to previous generations as they are not only the first 100% digital native generation but also the first generation to which many aspects of the analog world will be alien to them. Not only will this generation have better prospects than their parents and grandparents but also have higher living standings and quality of life. Technology (AI/ML) and instant access to it via their devices is a natural extension to themselves and how they see and interact with the world. These behaviours raise concerns as to their limited emotional availability and quality of attention.
If they are your customers; how has the pandemic affected them? What is their NEW Normal? How can your brand help alleviate their pain? How can your brand become part of their Tribe and they a part of yours?
Related Reading: How to leverage human emotions to attract attention and sell better, Viral Marketing, Customer Centricity, How Influencers marketing actually accelerates growth and sales
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