As the marketing landscape and commercial audience expectations evolve, brands find themselves not just selling products, but striving to forge authentic, meaningful, and human connections.

Customers increasingly demand messaging that aligns with their preferences and values – with more calls for personalized messaging and a growing desire to engage with brands that align with their values and personality. Customers are no longer merely ‘purchasers’; they are discerning individuals seeking meaningful interactions and a sense of belonging from the brands they choose to support.

But how do brands build these connections if they don’t fully understand the language, preferences, and needs of their audience? Enter behavioural science—a powerful insights tool that goes beyond demographic data and engagement metrics. Behavioural science, offers brands a nuanced understanding of the motivations, needs, and preferences of target audiences (and how to serve them). With brands expected to focus more on establishing profound and authentic relationships with their customers in 2024 exploring how strategically leveraging behavioral science can help, will be critical to success.

Why authenticity matters in 2024

Consumers are not only making purchasing decisions based on the merits of a product or the reputation of the brand. Their decisions are also based on brand values, a brand’s understanding of them and their needs, and the relationship they have built with the brand. For instance, 84% of B2B buyers are likely to choose a vendor who clearly understands their business objectives. While 71% of consumers expect companies to deliver personalized interactions and 76% percent get frustrated when this doesn’t happen.

The Salesforce and McKinsey statistics underline a fundamental truth: in an age of nearly unlimited options, consumers are actively seeking brands that deeply understands them and engage them on a personal level. Despite this, many brands still struggle to meet these expectations, often relying on traditional, one-size-fits-all marketing approaches.

The role of behavioural science

In a market where consumers demand more from brands than surface-level engagement, behavioural science stands out as a practical tool for marketers seeking genuine, enduring connections. Marketers can use behavioural science to generate data driven strategies. Unlike static demographic information, behavioural science considers dynamic factors such as preferences, motivations, and journey pathing. Understanding these details lets marketers adapt, delivering content that fits evolving expectations and builds lasting connections with their audience. There are four core benefits.

  1. Personalization and relevance: Behavioural science allows marketers to move beyond generic messaging, offering personalized content that directly addresses the unique needs of each consumer.
  2. Trust and credibility: When consumers feel understood and catered to on a personal level, it fosters a sense of credibility and authenticity.
  3. Proactive and predictive messaging: Behavioural science equips marketers to predict future consumer behaviour based on historical data. This foresight enables brands to stay ahead of trends, tailor campaigns proactively, and adapt swiftly to changing consumer expectations.
  4. Operational efficiency: Behavioural science helps optimize resource allocation by identifying the most effective channels, timing, and types of content.

Maintaining human connections in the age of AI

With automation and algorithms set to dominate the marketing agenda in 2024, the challenge to establish human, authentic connections will only intensify. Behavioural science is far from being at odds with AI. It actually harnesses the power of AI to cultivate more authentic relationships. By doing so, behavioural science can extract nuanced insights from vast datasets, allowing brands to understand individual preferences, behaviours, and emotions on a deeper level.

This ensures that the personalization facilitated by AI isn’t just a technical exercise but a means to authentically connect with consumers. Behavioural science becomes the guiding force that humanizes AI-driven interactions, transforming data-driven insights into meaningful engagements and deep relationships. For brands striving to remain competitive in a quickly evolving landscape, behavioural science stands as the foundation upon which strategic and informed decisions can be built.

It unlocks the secrets of customer behaviour and paves the way for proactive adaptation to emerging trends. By embracing the insights derived from behavioural science, brands position themselves not just to meet but to exceed the evolving needs of their audience, ensuring a competitive edge in the ever-shifting B2B marketing landscape.

VP Customer Experience Strategy & Insight at Metia | + posts

Misia leads Metia Group’s Research and Insight division.
Misia has led the insight team for six years and is one of the principal architects of the agency’s proprietary Content Resonance System™ and has extensive experience in helping some of world’s leading brands, from HBO to Google, define and shape highly effective audience segmentation and market positioning.