UP WHERE WE BELONG
IN GROUP BIAS
The tendency to give preferential treatment to others in our “circle”
Humans are naturally tribal creatures because groups offer the greatest chance of survival. Thus, our brain is constantly on the lookout for commonalities to categorize others as “like me” or “not like me”.
Afterwards, we subconsciously favor those who are “in our tribe”, share more resources, and treat them better, even if the connection is arbitrary - such sports team fandom or having the same first name.
Do you respond to blind InMails from fellow alumni? I sure do.
SO WHAT
Calling attention to similarities leads to preference and loyalty.
NOW WHAT
Demonstrate how your brand and your target audience are alike, such as shared values or common language.
Build a community for customers; people feel better about spending with brands that connect them with other people.
MARKETING IMPLICATION
Consumers gravitate to brands who give them a sense of belonging and shared identity. Do you know the connection points between your products and your prospects? Which are most important to your audience?
If you want to go quickly, go alone. If you want to go far, go together.
- African Proverb