Brands Need to Find Tribes
Brands need to stop offering proof. Seems a bit odd in a time of AI driven “answers” and when we think “just double down on facts” is the answer. Why isn’t it?
We’re in a liminal time societally, especially in Western economies. In America, institutional mistrust is at an all-time high, in Canada, Europe the Nordics, it’s not so much mistrust as it is a feeling of betrayal. And then of course, we assume that now with AI “answers” and so much information, consumers are just in overload, shutting down, that they want facts and solid answers. Not really.
As I wrote a while ago, friction is actually better at times like these. That can actually do what brands need to do more of today, which is building trust in a way that consumers can relate to in weird times. That old go-to playbook of “transparency, education and more proof”? Or the “trusted by doctors”? Sorry, that’s gone. Those trust calls aren’t working. Consumer confidence is what’s at a low.
The knee-jerk reaction for many marketers has been to double-down on the “certainty” message. But if you spend time in social media, the flood of fake AI doctors and other professionals, has just served as performative reality, not reality and so consumer confidence has fallen. Brands that try the same playbook as the false brands, just reinforce the lack of confidence.
The systems that used to ring as truth in consumers minds, institutions, credentials, professionals and trust networks don’t resonate as much. The added flood of AI slop and consumers increasingly stepping away from social media and other digital channels just reinforces this state of affairs.
Consumers are increasingly turning to their tribes for trust and anchors. They’re less about buying for themselves as they are now thinking, “does this fit in with my tribe?”, their social group(s). We may have infinite information, but at the same time we have zero confidence. This has made consumers ever more wary of brand claims.
So what then, can brands do in such weird times? Stop aiming to be a big authority. Double down on where you’re playing to win. Find the truths of the tribes.
