Brands in people’s life.
Writing is often a reflection of what we value most. Personally, I investigate (and write, paint…) about people because I believe they are the essence of every story worth telling.
I deeply believe that from the complexities of inner motivations to the beauty of connections with each other and the outside world, people provide an endless well of research and inspiration to grow, change and evolve for the better. In my work, see how people interact with products, objects, places and brands is fascinating. Consider this, there is an interesting dynamic happening more and more today: products, objects, places and brands exist to answer our needs & desires, but at the same time those products, objects, places and brands have the power to shift the way we behave, live, think, interact…for good or for bad.
Understanding the nuances of human behaviors globally enables brands to craft their message, products and experiences so that they feel genuine and tailored to a vast number of local markets, but at the same they can influence people’s perception of the world.
By studying people’s constantly changing behaviors in different regions of the world, brands can adapt their offerings and remain relevant to today’s desired targets needs and allow to create inclusive messages that resonates with a wide range of people from Africa to China, from North America to Saudi Arabia. And this is important, but this also gives brands the social opportunity and responsibility to strengthen and convey uplifting, educational and inclusive vales and messages across the globe. It enable to foster a message, defend values that can extend well beyond the walls of the company.
So, understanding people and their behaviors in different parts of the world is not « just » about market research, it’s about understanding where our society is going and understand how to increasingly make a difference at a company, but also at a more societal level.
Brands that invest in understanding cultural contexts and human behavior have the opportunity to position themselves -and be!- more thoughtful, relevant, and trustworthy. And this approach not only drives internal growth but also fosters stronger, lasting relationships with consumers across the globe, and maybe also helps make it a better place.
More and more people want to feel seen and understood by the brands they support. Brands role is clearly beyond selling products or services, it consists in playing a meaningful part in people’s lives, no matter where they are. Political parties are becoming complicated to follow and trust….so trust have shifted towards civil society, with an increased duty for companies and organisations, in their ability to weave and protect social bonds.
So let’s keep searching and investigating people’s behaviors and needs… there is perhaps also a new opportunity to a stronger, renewed and meaningful social engagement, beneficial at a company but also at a society level.
