Facing today’s tense political debates, contentious headlines and an ‘us vs. them’ mentality, it’s easy to see why 80% of people believe society is more divided than ever. Yet many think social has the power to heal these fractures.
In fact, an overwhelming majority of consumers (91%) believe social can connect people, and they want brands to use their influence to bridge the growing divide. To understand exactly what people want, we surveyed over 1,000 consumers on their beliefs, expectations and how they think brands can nurture real connection through social.
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People see brands in a new light: They believe brands are in a position to build relationships through social media. Nearly four in five consumers (78%) want brands to take an active role by using social to help people connect with each other.
More than media coverage or sheer reach, 81% of consumers feel that brands are uniquely able to connect people because of their diverse consumer bases.
They appeal to a diverse range of people
81% believe this
They have large platforms to reach people
72% believe this
They receive substantial media coverage
58% believe this
55%
Connect with like-minded people
52%
Meet people different from them
42%
Learn new skills
36%
Build community
26%
Not feel alone
People don’t just want brands to connect them with like-minded communities—52% of consumers want brands to connect them with people who have different viewpoints.
Connection is key to the bottom line: 76% of consumers say they’re more likely to buy from a brand they feel connected to over a competitor.
76%
Buy over a competitor
68%
Recommend brand to a friend
64%
Be loyal to that brand or business
57%
Spend more with the brand
How consumers define connection with brands
The role of CEOs and employees in building bridges
How fostering relationships gives brands a competitive edge
Examples of industry-leading brands putting this into practice
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