We will shortly release the results of global research that explores:
- how we feed our passions online
- what kind of passion-driven content we share with others
- how we as consumers feel about brands getting involved
Early data supports a recurring theme: that we are not only happy but eager for brands to help us 'get closer' to our passions. By 'get closer', we mean more access, more involvement, more opportunity. In there like swim wear, not just watching from the periphery.
The essence of this desire is not new: We always have and always will want to get as up-close-and-personal as we can to what we want.
But now, technology has amplified this desire. The more we engage with our passions and others who share our passions online, the more we want to feed those passions and nurture those new relationships in the 'real world'. iTunes Genius opens us up to new bands we want to see live. Ideo encourages us to contribute more to projects that excite us. LinkedIn establishes new productive relationships that trickle off the screen and into conferences and coffee shops.
It's human nature to want to get as close as possible to what you love, need, want.
All this reinforces 'the new value of help' (see earlier post) and the role of sponsorship platforms that give consumers what, without brands, they cannot have: exclusive access, privileged opportunities, priority placement.
Consumer insight is therefore more important than ever. Insight must be deep for content to be king. And guess what? Social communities built around passions are a great place to start. Active groups of passionate people already discussing and debating what they would love more of...what they would love to happen next.
Look out for the full research report published in a few weeks.
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