In the early days of the internet, anything was possible. Logged in via metre-long dial-up cords connected to the landline, we ‘surfed the net’ like wide-eyed toddlers, blinking up at the bright screen with wonder and trust. We shared our deepest secrets and most embarrassing moments without hesitation, oblivious to the potential consequences. The World Wide Web was a Wild Wild West, and we embraced it with open arms.  

But then, the internet started to bite back. We learned the hard way that our words and actions could have real-world consequences. Some of us saw our online selves used against us and felt the sting of public humiliation or the shame of being scammed.  

As a result, we became more cautious and guarded. We started to hide behind personas and filters, afraid of revealing our true selves. We became obsessed with our online image, constantly striving to smooth out our rough edges and conform to the expectations of others - to present a perfect version of ourselves, what American sociologist Charles Cooley coined the "looking-glass self."  

The impact of filtering on brand choice

At TRA, we sought to understand how this phenomenon was impacting people’s decision-making on brands and products. We partnered with News Corp‘s Growth D_Stillery to shed more light on this filtering dynamic and its profound impact on decision-making behaviour.  

Unsurprisingly, we found that psychological safety is a key driver in decision-making. When we don't feel safe, we're more careful about our choices and more likely to worry about making the wrong one.

However, while we knew safety would play a role in decision-making, we were surprised by how significant its impact was. Our study found that 60% of choice is influenced by perceived safety. That’s in comparison to personal investment and engagement with the category – traditionally where marketers focus efforts – which only accounts for 40 per cent of choice.  

This represents a major shift in consumer priorities and shows that brands shifting from a low to high perceived safety context increase the likelihood of being chosen by more than a third. Furthermore, when people feel unsafe, they are not only less likely to make a choice but are also less likely to be happy with the choices they do make.

This research highlighted the critical importance of building psychological safety to facilitate and influence consumer choice. To nurture the decision-making process, and become the preferred choice, brands would be wise to shift focus towards cultivating a sense of psychological safety.  

So, how do we go about doing that? Here are six simple ways that brands can enhance a sense of safety and connect with more unfiltered versions of their audience.

1. Reframe the role of niche  

Identify your brand's core values and beliefs. What makes your brand unique? What do you stand for? Once you have a clear understanding of your brand's identity, you can start to build a community around those shared values.

Connect with people in your ‘niche’. Niches can range from loosely tied contexts to strongly tied communities bound by shared beliefs, values, and interests.  There are many ways to do this, such as through social media, online forums, and in-person events. Be active in these spaces and engage with people in a meaningful way.

Create dedicated spaces where your community can come together. This could be a private Facebook group, a Discord server, or even a physical space like a pop-up shop or community centre. By creating a dedicated space, you give people a greater sense of control and opportunity to contribute to the conversation.

2. Rethink influence

Traditional notions of influence are evolving. Consumers are more attracted to relationships that allow for equal dialogue. Instead of focusing on traditional influencer marketing, brands should focus on building network relationships where everyone has a voice.  

Build equal power dynamics with a network of people who share your values and interests, including customers, employees, partners, and other brands.

Encourage open dialogue and feedback and create opportunities for people to share their thoughts and ideas with you. This could be done through surveys, social media polls, or one-on-one conversations.  

Above all, be willing to listen and learn. When people share their feedback, be open to hearing what they have to say and learning from it. This shows that you value their input and that you're committed to creating a safe and inclusive space for everyone.

3. Harness social norms

People find safety in shared norms and behaviours. Brands can leverage social norms as shortcuts to familiarity and relevance.  

This could involve using language and imagery that is common within your target audience. For example, a brand that targets young adults might use slang and pop culture references in its marketing materials. This shows the brand understands and speaks the same language as its target audience, which creates a sense of familiarity and connection.

Another way for brands to leverage social norms is to sponsor events and causes that are important to their target audience. This shows that the brand cares about the same things that its customers do, and that it is aligned with their values. ‍

4. Consistency in commitment

Enduring relationships are built on consistent commitment from both parties.  

Your brand should demonstrate your commitment by being responsive to your customer’s needs, providing excellent service, and standing behind what you offer.  

Show that you're invested in the long term. You could provide people with valuable resources and content, such as blog posts, ebooks, webinars, or other educational materials that help them learn and grow. Or you could focus on building relationships with your customers on a personal level – interacting with them on social media, attending industry events, or offering loyalty programs.

No matter what you choose to do, make sure to show you are reliable and trustworthy, follow through on your promises and be consistent in your messaging.

5. Shift from coach to companion

Brands should aim for a symbiotic relationship with their audience, where there is an equal feedback loop. This means valuing your customers' feedback and input just as much as they value your products and services.

Create opportunities for open communication, through surveys, social media polls, or one-on-one conversations.

Be willing to share your own experiences and insights. This helps to build trust and rapport with your customers.

Celebrate your customers' successes. When your customers achieve something great, be sure to recognise and celebrate their accomplishments.

6. Prioritise less over more.

Offering fewer choices can combat choice paralysis and make decision-making easier and more enjoyable. Brands should focus on providing a curated selection of products and services that are aligned with their values and the needs of their target audience.

Offer a curated selection of products and services that are aligned with your values and the needs of your target audience. Avoid offering too many choices, as this can lead to choice paralysis.

Make it easy for people to find what they're looking for. Have a clear and concise website navigation system and use relevant keywords and tags in your product descriptions.

Provide personalised recommendations. This shows that you care about your customers' individual needs and preferences.

‍Fostering genuine connection in the digital age

Today's digital age presents both opportunities and challenges for brands.

On one hand, the ever-connectedness of our world means we have more access to the people we want to reach than ever before. No longer do we have to wait for them to venture out into the real world or spend buckets on giant billboards – we can reach our customer anywhere, any time.  

However, with this digital age also comes a new suite of problems.  

Smart marketers know a real connection with people is worth its weight in gold. If you want a chance of connecting with the real people behind the screens, you need to prioritise psychological safety.

By following these principles, you can build a strong bridge of psychological safety with your customers that will allow them to connect with your brand on a deeper level.

Which of these principles are you already following? What one new principle can you implement to create a stronger sense of psychological safety for your customers? How will you start building your bridge today?