New brand loyalty drivers - Trust, transparency & credibility
Advertisers spent more than $86 million in 1975 to deliver their messages directly to children, a significant show of faith in the power of children to influence their parents' purchasing decisions. Parents consented around 75% of the time when children requested specific foods such as cereal, snack food, or sweets, according to various studies.
In another survey, mothers admitted to giving in to nearly half of such food requests. When children and their parents were observed shopping in a supermarket, children were successful in persuading their parents to buy cereal and candy in 61% and 52% of the cases, respectively.
Children can exert influence in a subtler manner, through "passive dictation," in addition to making express requests at home and in the store. Mothers keep track of what their children eat and don't eat, what clothes they wear and leave hanging in the closet, and what toys and activities they enjoy playing with. The mother relies largely on her observations to decide which goods to purchase, especially when there are no other criteria available.
The need for transparency
According to a recent survey, the vast majority of consumers (94%) are more devoted to a brand that encourages complete transparency. They do not want to be concerned about deceptive marketing or underhanded practices utilized just for the profit of the firm to the detriment of ordinary customers. It is no surprise that consumers are willing to spend extra for brands they trust.
Transparency-oriented brands have witnessed an increase in popularity as customers appreciate their honesty, among other qualities. One intriguing conclusion was how many people were prepared to invest between 11 and 50 percent, demonstrating how important it is to be straightforward and honest!
Further research has shown some characteristics that influence the possibility of the mother being influenced. One of these aspects is the child's age. Older children make less direct attempts to sway their parents' decisions, but they are also more successful in doing so. Furthermore, because parents are more likely to seek out the opinions of older children about purchases, older children's suggestions are more likely to be considered; and as girls get older, their suggestions begin to include products related to family as well as personal needs, whereas boys' suggestions remain primarily personal.
Parents are becoming more concerned about the baby products they buy
The baby care industry is rising and growing fast, as parents become more concerned about their children's health and hygiene, and birth rates in emerging economies continue to rise. This market is not only expanding, but it is also evolving. Millennial parents have created an unprecedented demand for safe and organic baby care products. And this desire is only expected to grow as this critical consumer generation becomes more financially secure.
People want to know every chemical that goes into making a product, especially when it's going to be used on newborns. As public knowledge of the environmental and health dangers posed by some personal care products grows, firms are being pressured to disclose everything utilized in the making of baby care products. Millennial parents are pushing for more ingredient disclosure in diapers and other essential baby items. Johnson's Baby, one of the market's largest and oldest competitors, made news in 2018 when it announced a 100 percent transparency plan for identifying ingredients in its products. Transparency improves buyer behavior and creates brand loyalty.
Product transparency ensures brand acceptability among mothers
When asked, 39 percent of customers said they would move to a new company if it gave complete product transparency, while 56 percent said they would stay loyal for life if it did. Furthermore, 81% of consumers would examine a brand's complete product portfolio if they moved to it as a result of enhanced openness. As a result, acquiring consumer trust and developing long-term partnerships is difficult.
The moms' opinions about baby brands are influenced by a number of things, but the most important aspect is "quality." Furthermore, peer review is not a reliable indicator of quality. The best approach for mothers to judge quality was to utilize the product themselves. As it can be understood, parents are more concerned with a high-quality product with a strong brand history and emotional appeal.
A mother's child-centeredness (as measured by her time spent participating in her child's activities) is also expected to play a role in her child's ability to successfully influence her. When it comes to cereal purchases, however, it does not appear to improve her responsiveness to influence attempts. Mothers who place a high value on their children's needs are less likely to buy their child's favorite cereal. Furthermore, a mother's child-centeredness is likely to be favorably associated with her child's favorite cereal brand recall.
Originscale ‘s Role
With more accessibility, people all across the world are getting closer to their preferred things, but this comes at a price. Because data collecting has grown so advanced, long-term ecosystems cannot function successfully without trust between all parties involved: producers, manufacturers, shippers, retailers, and consumers. The supply chain in today's economy is far more difficult than it used to be.
Originscale ensures that the developing supply chain system can benefit from transparency. Authorized individuals get immediate access to actionable supply chain data–from source to customer and while on the go. Any item's history as well as any associated information may be accessed in seconds with Originscale’s technology!
Traditional brand loyalty drivers such as price, taste, and convenience are as vital as ever, but transparency is emerging as a new key to brand loyalty. Brands that put up the effort to uncover actual consumer insights, understand their customers, and present them with honest, brand information can set themselves apart from competitors who rely simply on factors of price, flavor, and convenience.