The key to marketing in 2025? A healthy dose of brand connection

Forming brand connection in 2025 is the key to reaching consumers. 

Research continues to show that consumers desire connection above all else, and they want brands to lend a helping hand. Social media is proving itself as the most effective way for brands to carry out this quest, forming connections with consumers and building trust. 

Why do consumers want connection so dearly? How can brand connection fill this void?

Read on to find out more. 

CONSUMERS BELIEVE BRANDS SHOULD BE CONNECTORS

A new study by Sprout Social has revealed that consumers, more than anything, want brands to be connectors; and they want this on social media. 

It is not surprising that consumers want connection. In an increasingly divided world, users persistently turn to social media to provide them with that feeling of togetherness often missing from real life. In fact, Sprout Social found that four in five consumers think society is more divided today than historically. Yet, 91% believe social media can bring people together, and 78% want brands to engage with social media to help this. 

Consumers want brands to be a source of connection, drawing people together and fostering a strong community. 64% of consumers want brand connection, and 49% think brands should bring people together towards a common goal. 

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It is important to note that “brand connection” is not merely about a brand having an impressive following or some viral videos. These factors may make a brand look good online, but they say little about consumer sentiment or loyalty. Instead, brand connection is the act of consumers feeling close to a brand and having a strong loyalty to it. This can be achieved through consumer trust, or when a brand clearly expresses values its consumers align with. 

Aside from consumers wanting brands to forge connections, there are several other reasons why brands should try to connect with consumers. First off, brand connection fosters brand loyalty. Brand loyalty is like gold. It is insurance, protecting brands from losing consumers when they have a bad experience or when a competitor comes along.

Moreover, brand connection leads to more sales. Consumers have proven they want to purchase from brands they connect with over ones they don’t. 76% have reported they would prefer to buy from a brand they feel connected to than a competitor, and 57% spend more on a brand if they feel connected to it. 

As such, brands have much to win from fostering connections with consumers (via social media and otherwise) in 2025.

HOW CAN BRANDS EFFECTIVELY CONNECT WITH CONSUMERS 

The key to effective brand connection is listening. 

Carefully paying attention to what consumers desire, and what they value, reveals the type of content that matters most to them. This allows a brand to appear relevant and on-trend, which 44% of consumers say will make them feel more connected.

By listening to what an audience truly cares about, a brand can cater to this. It is particularly effective when brands promote what audiences care about despite industry norms; this communicates a commitment not only to the cause but also to audience members. 

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When Nike teamed up with Colin Kaepernick in 2019 for example, it took a stand against the industry. Nike stood with consumers who believed in Kaepernick and his cause, raising awareness for an issue that was important to them. As a result, Nike closed its stock at an all-time high. 

It is important to note that Nike’s campaign with Kaepernick aligned with its brand values and ethos. As such, it came across as authentic and genuine. Brands mustn’t try to stretch to fit consumers’ wants and needs; this ultimately ends in audiences perceiving the brand to be fake and a money-maker. 

HOW CAN BRANDS POSSIBLY STAND OUT?

If every brand is taking to social media to connect with audiences, how can any stand out? More than this, are these efforts genuine, or mere money-making schemes? 

The answer to both of these questions lies in the individual brand. Brands that champion individuality, stick to brand identity, and are not afraid to go against the status quo, are sure to succeed in this crowded market. These are also the brands whose efforts will translate as genuine and are likely seeking long-term connection over immediate monetary gain. 

Brands who view connection as a box to tick, however, will crumble. Consumers are saavier than ever and can sniff out a false sentiment from a mile away. Brands must enter social media as human-led companies with soul to stand any chance in the current market. 

Relatability, care, and authenticity will always triumph in our market. 

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