Why Customers Crave Connection, Not Just Products

Some of the team headed into Showcase to see Ken Hughes, leading consumer & shopper behaviouralist talk about staying relevant and fostering connection. Standing out as a brand has always been about creating meaningful connections in our books. Ken explored how today’s consumers are more discerning than ever. They’re driven by values like authenticity, sustainability, and health. To thrive, it might be helpful for brands today to understand how consumer priorities have evolved over decades. We’re sharing some of the key insights we brought back to the studio from Ken’s talk on Sunday.

From the 1960s to Today

Picture this: It’s the 1960s. A housewife walks into her local grocery store. Shelves are brimming with products she’s never seen before. The thrill of choice is real. For her, the availability of these goods is a novelty.

Fast forward to the 1990s. It’s a busy Saturday, and a young father is doing the weekly shop for his family. He’s not focused on what’s available—he knows the shelves will be stocked. Instead, he wants to know about price tags. For him, cost is king.

Now, imagine the 2000s. A college student orders pizza on her laptop, skipping the trip to the grocery store entirely. Why? Because she can. The internet has transformed the way she interacts with brands—she wants fast, frictionless convenience at her fingertips.

Where are we today?
Shelves are still stocked, prices are still competitive. Convenience has become an expectation. But now, consumers want to know Who made this? What’s their story? What impact does this have on the planet?

The rules of engaging your audience have changed.

The Era of Connection and Authenticity

Today’s customers are looking for meaning. 

You’re walking down the street, you need a coffee. You see a big-box café, but you also see an independent coffee shop. The windows are filled with handwritten signs about where their beans and the barista is chatting with customers, remembering their names and orders.

Where do you go?

Like most people, you’ll pick the coffee shop with the story. Why? Because it feels more real. You’re not just buying a cappucino—you’re buying into a relationship.

Big brands have been grappling with this change for years. Chains that once thrived on efficiency and price are now seriously competing with smaller, local businesses that have a story.

Stories Sell

There’s something very human about how we respond to stories. We’re hardwired to connect with them. When a brand tells a story it becomes more than a business. It becomes relatable. Whatever your story is, it adds depth to the customer experience. It gives them something to connect with.

They want to feel like they’re part of something. They’ll choose the brand that offers them this feeling, even if it costs a little more or takes a little longer.

What Customers Want Now

If you’re a business owner, it’s critical to understand the priorities shaping customer behaviour. Here are three big ones Ken got into on Sunday.

1. Sustainability

Consumers aren’t just looking at your offer—they’re looking at your impact. Are you eco-friendly? Can they trust that your brand cares about the planet? Can they feel good about buying your products?

Sustainability isn’t just a trend, it’s an expectation. This means sustainability isn’t just good for the planet—it’s good for business.

2. Health & Wellness

Today’s consumers are scrutinising labels, ingredient lists, and prioritising brands that promote their well-being.

Whether you’re selling food and drink, beauty, or even furniture, the health and wellness trend is something you can’t afford to ignore.

3. Relationships Over Transactions

Even in an age dominated by automation, people still want to feel seen and valued.Brand has always been about meaningful connection to us. 

For businesses, this means shifting from a transactional mindset to a more relationship-focused one.

The Race for Relevance

Here’s the hard truth: the market has shifted, and so have your customers. Staying relevant means staying adaptable. It means listening to what your customers really care about and responding in real-time.

This can mean going further than improving existing ideas—consider how you could reinvent your customer’s experience, putting the user at the center.

Building a Brand That Lasts

At the heart of strong and successful brands is a simple truth: people want to feel connected. So, they want to know the story behind the business. They want to know that their values align with yours.

So, how can you build that kind of brand? It starts with authenticity.

• Share your brand story. Be real! Get transparent about your journey—your highs, lows and what stands behind your mission.
• Start prioritising sustainability. Show your customers that you care about more than just margins.
• Meaningfully engage with your audience. Create opportunities for interaction, online or in person.

The landscape and market will keep shifting. What worked yesterday might not work tomorrow. But if you keep your focus on connection, authenticity, and relevance, your brand will always have a place in the hearts of your audience.

At Bradley: The Brand Agency, we specialise in helping businesses navigate this ever-changing business and brand world. Our MO is building brands that break through. Let’s build a brand that connects, inspires, and lasts. Are you ready to tell your brand story?