Have you ever cringed at a brand’s social media post and thought, “Wow, they really don’t get it”? Honesty, who hasn’t? It’s like watching your dad trying to meme or something like that—well-intentioned but oh-so-awkward. As you might have guessed, nowadays, trends change fast, maybe too fast, but that’s a story for another day.
Obviously, you want to do what you can to help your business, and yeah, by all means, it’s really hard. Actually, it’s easy for companies to fall into the dreaded out-of-touch zone. It’s downright embarrassing when it happens, too. So, what do you even do?
Well, there’s a delicate balance, but there are ways where you can entirely stay relevant, relatable, and not cringe (that most of all), all without looking like you’re trying too hard. So, where do you even begin? Well, here’s what you need to know.
It All Starts with Understanding Your Audience
First things first, you need to know who you’re talking to. And no, “everyone” is not a valid answer. If you try to appeal to everyone, you’ll end up appealing to no one. So, you’re going to want to first think about your target audience’s age, interests, and pain points. Are they Gen Z tech enthusiasts, Millennials navigating their careers, or Baby Boomers nearing retirement? Each group has different expectations and ways of interacting with brands.
Now, you might be thinking, “Duh, I already know my audience.” But do you, really? When was the last time you updated your buyer personas? If you’re still stuck in 2019, it’s time for a refresh. Because of how fast trends and ideas change, there might be a high chance that your persona from last year is already outdated. So, just go ahead and conduct surveys, engage in social listening, and gather feedback to stay in tune with what your audience wants and needs today.
You’ll Have to Embrace Authenticity
Do you remember when brands tried to hop on every social media trend, only to come off as desperate and, well, fake? Well, authenticity is the name of the game now. Your customers can smell inauthenticity from a mile away, and it’s a major turn-off. Instead of trying to be something you’re not, embrace your brand’s true identity. Besides, it’s way too off-putting if you’re awake, it’s just unsettling, and it feels soulless.
But how do you show authenticity without demeaning yourself, like crying on camera? Well, why not share behind-the-scenes content that gives your audience a peek into your company culture? You could highlight the real people behind the brand, from the quirky intern to the CEO. Even if you don’t have a team, that’s fine too.
This humanizes your company and builds genuine connections with your audience. And don’t be afraid to show vulnerability—acknowledge mistakes and share what you’ve learned (but you don’t have to show yourself crying). It makes you relatable and trustworthy.
Stay Ahead of Trends, But Don’t Force It
So, you really need to keep in mind that there’s a fine line between being trendy and being a try-hard. Yes, it’s important to stay current with trends, but only if they align with your brand’s voice and values. Do you remember the infamous Kendall Jenner Pepsi ad? It was a classic case of a brand trying too hard to be relevant and failing miserably. It’s years later, but people still won’t forget it because of how far out of touch it was.
Encourage Open Communication
One of the biggest pitfalls of being out of touch is not listening to your customers. If you’re not actively engaging with them, you’re missing out on valuable insights. You’re going to want to encourage open communication through various channels, be it social media, email, or community forums.
With that all said, its best to respond to comments and messages promptly. You can even show appreciation for feedback, both positive and negative. With that all said, just by fostering a two-way dialogue, you demonstrate that you value your customers’ opinions and are committed to improving their experience. This not only keeps you in the loop but also builds customer loyalty.
Invest in Your Employees’ Education and Training
Let’s be real—nothing screams “out of touch” more than a company that neglects its employees’ growth. Nowadays, there’s an expectation that companies should help their employees grow. It’s a very Boomer mentality to expect loyalty and stagnation from your employees (as the goal is for them not to grow so they can stay stuck in your company). That’s just not going to cut it. There are just so many technological changes, so you’re going to have to make sure everyone keeps up.
So, with that all said, funding your employees’ education and training not only keeps your workforce skilled and competitive but also shows that you care about their personal and professional development. For example, you could help fund a Master of Business Administration online for your employees if it perfectly aligns with their career goals and if it contributes to your company (and it almost always does).
But if paying for a degree is too expensive, you could consider other opportunities, such as attending industry conferences, enrolling in online courses, or obtaining certifications. At the end of the day, they’re people, too. They want to grow their careers, and you want to grow your business, and both go beautifully together.
Foster a Diverse and Inclusive Culture
It’s really important to understand that diversity and inclusion are not just buzzwords; they’re essential for staying relevant in today’s market. You need to understand that a diverse workforce brings different perspectives and ideas, which can lead to innovative solutions and better business outcomes. If your company is predominantly homogenous, you risk being perceived as out of touch with the broader society.
So, with that all said, it’s really important to commit to fostering a diverse and inclusive culture by implementing fair hiring practices, providing unconscious bias training, and creating employee resource groups.
Be Socially Responsible
Gone are the days when companies could stay silent on social issues. Today’s consumers expect brands to take a stand and contribute to the greater good. Honestly, it’s a good thing; this should have happened a long time ago. So, whether it’s environmental sustainability, social justice, or community support, aligning your company with a cause shows that you’re in tune with the world around you.
But be careful—authenticity is key here. Choose causes that genuinely resonate with your brand’s values and mission. Performative activism can backfire and damage your reputation (like the Pepsi ad mentioned earlier).