According to a recent study done by Pew Research Center, the
top three reasons why people quit their jobs in the United States (US) were due to low pay, no room for growth and feeling that they were being disrespected at the office. Another major issue that popped up for employees was that there wasn’t enough flexibility available to them.
According to
BusinessTech, René Richter, managing director of Remchannel, reported that
staff turnover has increased by 16% across all sectors. Richter also stated that “almost 69% of remuneration survey participants — namely HR and reward professionals — indicated that they struggled to attract new or retain their existing talent.”
So, how do these stats help
marketers? Well, they indicate a clear change that is taking place in the mindset and attitude of many. Thus, it is vital that marketers adjust their marketing strategies accordingly, so as to accommodate for this change of mindset in their target audiences.
Joining you on this exploration is
media update’s Talisa Carlson, who is ready to take a closer look at what consumers
really want from marketers.
Ready to jump in? Let’s do it:
What is meant by The Great Resignation?
The term ‘the Great Resignation’
was coined by psychologist Dr Anthony Klotz and refers to a huge number of employees resigning. This movement started in 2021 with over “4.4 million people who quit in September of that year (34% more than in the same month in 2020).”
How does it influence marketers?
Well, 48% of marketers said in a recent study “
that they are personally planning on quitting” their job.
This means that the marketing industry shares this newly-taken on mindset as the rest of the world. Although taking a leap of faith and just quitting your job can be really scary, it can
actually help you spot what consumers want from marketers through an outside perspective.
At the same time, you might end up being a one-person band, due to a lot of your team members resigning. This means that this movement will be influencing you
regardless of your choice of staying at your current work, freelancing or just taking a break.
What do consumers want from marketers during this movement?
Marketers, it is clear that since the pandemic, consumers have been changing their priorities, which directly influence what they are expecting from marketing campaigns.
In a nutshell, the consumer no longer looks for the brand with the biggest market share, or the product with the highest ratings. These factors — while still playing a
part in the customer’s purchasing decisions — no longer have the final say in a buy.
Now, consumers look for more meaning behind their buy. They want to be seen as a person, not just another number on the sales list. The pandemic brought a stronger pull on prioritising family, mental health and simpler living, and so it is no surprise that the trend of taking pride in overworking is now out the window too.
It’s highly likely that these were factors and adjusted priorities that brought about the Great Resignation itself. And what are these factors telling you about today’s consumer, dear marketer?
Consumers want advertisements that they can
relate to and which are
relevant to them.
It is no longer just about the sale or the personal benefit that comes from buying or investing in something — they want to feel that they are
not alone during these crazy times. In some ways, what the consumer today is searching for are entities that are undergoing change
with them — someone to come alongside, find positivity in and improve upon life with. A brand that recently created a hilarious and relatable advertisement is WeBuyCars.
In this advertisement, they have South African comedian Schalk Bezuidenhout doing a smell test. You know when you check if the wine is of a high quality?
Well, in this ad, he is checking to see if the fuel is good enough for his car. He ends the advert by saying; “It is a good year as well, hey. 95.” With the crazy fuel prices, and Bezuidenhout showing he is making an entire outing of getting fuel, it is something all South Africans can relate to and they appreciate feeling that they’re not alone.
So, what kinds of content do consumers want from marketers? Well, these would be:
- relatable content — ensure that your marketing campaigns focus on something that your target audience can relate to — such as high fuel prices, working from home or certain issues relevant to them.
- authentic content — consumers want honest, transparent and authentic marketing campaigns. They are no longer interested in content that is not 100% true. And if you are not being authentic, consumers will be sure to call you out on it.
- meaningful content — consumers want to buy from companies that make a difference and stand for a good cause. By creating meaningful content, consumers will be more attracted to the message your brand is trying to convey.
- humorous content — it doesn’t matter if you are South African, or in any part of the world, humour is a universal language. Everyone understands it and in these difficult times, all consumers can have an appreciation for funny content.
What are some other things the Great Resignation can teach marketers? Be sure to let us know in the comments section below.
If you want to learn more about how to be real with your marketing, then be sure to read Marketers, you don't have to fake it.
*Image courtesy of Vecteezy