Why Relatability Is the Key to Winning Over Today’s Consumers

The world of marketing is always evolving, but one trend is becoming increasingly clear: consumers want brands they can connect with on a personal level. In today’s marketplace, relatability is taking centre stage as one of the most important factors for businesses looking to build strong relationships with their customers.

Gone are the days when consumers were solely drawn to businesses that positioned themselves as untouchable authorities. Instead, they’re gravitating toward brands that feel approachable, authentic, and aligned with their values.

So, how can your business tap into this trend? Let’s explore why relatability matters and how you can make it part of your marketing strategy.

Why Relatability Matters in Modern Marketing

While expertise and authority are still important, consumers increasingly prioritise brands that “get” them—brands that feel more human. Today’s customers aren’t just looking for products or services; they’re looking for businesses they can connect with on a personal level.

Relatable brands have an edge because they create emotional connections. When a customer feels understood or sees themselves reflected in a brand’s messaging, they’re more likely to trust that brand, recommend it to others, and stay loyal over time.

This is especially true for younger generations, such as Millennials and Gen Z, who value authenticity and shared values above traditional, formal advertising. For these audiences, relatability is not just a preference—it’s an expectation.

What Makes a Brand Relatable?

Relatability isn’t about pretending to be something you’re not. Instead, it’s about finding ways to genuinely connect with your audience by showing the human side of your business. Here’s what makes a brand relatable:

• Authenticity: Consumers can quickly spot when a brand is being insincere. Relatable businesses are honest, transparent, and true to their values.
• Empathy: Understanding your customers’ challenges, needs, and aspirations shows that you truly care about their experiences.
• A Human Touch: People connect with people, not faceless corporations. Brands that show personality, emotion, and vulnerability feel more approachable.

How to Build Relatability into Your Marketing

If you want your brand to resonate with today’s consumers, focusing on relatability is key. Here are some actionable strategies to get started:

1. Show Your Personality

Move away from overly formal, corporate language in your communications. Use a conversational tone, inject humour where appropriate, and let your brand’s unique personality shine through. The goal is to feel approachable and real.

2. Use User-Generated Content

User-generated content (UGC) is one of the easiest ways to demonstrate relatability. Encourage your customers to share their experiences with your products or services on social media. Featuring their posts, testimonials, or reviews not only provides social proof but also helps others see themselves in your brand.

3. Get Personal on Social Media

Social media is an excellent platform for building a connection with your audience. Share behind-the-scenes content, team stories, and even lighthearted moments to show the human side of your business. Responding to comments and engaging directly with followers also helps foster relationships.

4. Align with Your Audience’s Values

Relatability often comes down to shared values. Whether it’s sustainability, inclusivity, or community support, show your audience that you’re aligned with the causes that matter to them. Be genuine—performative efforts won’t resonate.

5. Tell Stories

Stories are powerful tools for creating emotional connections. Share your brand’s origin story, customer success stories, or even day-in-the-life narratives. Stories make your brand more relatable because they evoke emotions and demonstrate that there’s a real human element behind your business.

Relatability vs. Authority: Finding the Balance

While relatability is crucial, it doesn’t mean abandoning authority altogether. Consumers still want to know that your business is knowledgeable and capable of delivering high-quality products or services. The key is to balance the two.

For instance, your brand can share expert advice or case studies while using approachable, down-to-earth language. Similarly, you can showcase your achievements without coming across as distant or overly formal. By blending relatability with authority, you can establish yourself as trustworthy, capable, and human.

Why Relatability Is a Game-Changer for Small Businesses

For small businesses, relatability is a major advantage. While large corporations often struggle to feel approachable, small businesses are naturally closer to their communities and customers. This gives you a unique opportunity to build stronger, more meaningful connections.

Here’s how small businesses can embrace relatability:

• Leverage Local Ties: Highlight your connections to the community, whether through partnerships, local events, or giving back to local causes.
• Showcase Your Team: Let your audience see the people behind your business. Share team profiles, photos, or behind-the-scenes content to add a personal touch.
• Be Accessible: Respond quickly to customer inquiries, offer personalised service, and make yourself available for conversations.

By leaning into these strengths, small businesses can use relatability to stand out in a competitive market.

Final Thoughts: Relatability Is the Future of Marketing

As consumer expectations continue to shift, relatability is becoming more than just a marketing buzzword—it’s a critical factor in building trust, loyalty, and emotional connections.

For businesses, this means evolving beyond traditional authority-driven messaging and embracing a more human approach. By being authentic, empathetic, and aligned with your audience’s values, you can create a brand that feels approachable, trustworthy, and truly relatable.

At O’Brien Media, we’re passionate about helping businesses create meaningful connections with their audiences. Whether it’s through compelling website design, engaging social media content, or relatable brand messaging, we can help you connect with your customers in a way that resonates.

Ready to take the next step? Get in touch today to discuss how we can make your business more relatable to your audience!