Brands must embrace the 'Team Me' generation, says study

Lloyds Money Manager: appeals to 'Team Me' consumers says Britain Thinks
Lloyds Money Manager: appeals to 'Team Me' consumers says Britain Thinks

Consumers are shifting towards a 'Team Me' mindset, meaning brands must be seen to be "demonstrably" acting in their interests, according to new research.

The work by insight consultancy BritainThinks, which draws on both quantitative and qualitative research, found that consumer behaviour was been driven by a lack of trust in institutions and brands, the squeeze on living standards and the increasing presence of digital media in everyday life.    

From this, the researchers have created the idea of the "Team Me" consumer who wants brands to understand who they are, what they need and demonstrate they are acting in their best interests.

Lloyds Money Manager, an app which helps customers track their spending, and Nike+ were highlighted by the work as good examples of innovations that would appeal to "Team Me" consumers.

Viki Cooke, co-founder of BritainThinks, said: "'Team Me' brands can build a deeper level of engagement and a reciprocal respect. Customer centricity needs to be reflected in every touch point – building trust through clear motives and authenticity."

Cooke warned that a key emerging risk for brands was "exploitative" data mining.

She said: "Consumers are increasingly looking for demonstrable personal benefits through allowing access to their data. Getting this right can visibly position a brand as part of ‘Team Me’ – getting it wrong further undermines trust."

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer