We are living in a digital world with 60% of consumers shopping on their smartphones (WGSN, 2019). Society feels busy and anxious. Children are growing up with this experience as the “norm”, so it’s important brands leverage social channels in a positive and empowering way to communicate their messages. We wanted to scout out which retailers are achieving this well for our newest generation.
You’re waiting in line for your morning latte, at your favourite coffee shop, when the adjacent customer catches your attention. “Oooh, I do love that scarf” she chirps. You proudly respond, “Thank you!”
That one compliment has made your day. You wouldn’t have dreamt of ignoring it. Yet, kind comments are being ignored every day on social media and it’s affecting brand equity.