Human Experience: connection between your brand and people

[muskanislam25]

Human Experience is the creation of experiences centered around people. Brands stop treating them as just users or consumers, but as humans, with emotions, feelings and a whole life beyond consumption.

While technology and digital advances have made our lives easier, they have also limited social relationships. Today, more than ever, people value this connection. That's why brands that provide a human experience to their customers stand out from the rest.

During the 18th and 19th centuries, the famous “Industrial Revolution” took place, completely changing the socioeconomic structure of Europe. This was the first major technological revolution in the industrial sector, which resulted in large-scale production and increased consumption.

During this period, advertising was still somewhat in its infancy, but consumer behavior was already changing. During the 20th century, advertising emerged alongside mass media. It was based on the American way of life, which had as its central idea to sell at all costs so that people would consume more and more.

Finally, in the early 2000s, with television losing its power Hong Kong telegram data the internet emerging, the way of thinking about advertising evolved until it reached marketing 3.0. In it, the product and the sale are objectives to be achieved, but the human being is the main star.

Human Experience is a concept that places human beings at the center of marketing strategies to create valuable connections. In other words, it is not the consumer, the client, the target audience or the shopper — the focus is on the person, with whom the brand connects.

We like posts instead of saying we like people, we read online reviews instead of sharing experiences with other consumers, we buy online instead of talking to salespeople. We feel less and less human, with no time to socialize, to exchange glances and smiles, to understand emotions, to connect with each other.

Although many companies today prioritize relationship marketing, digital interfaces end up artificializing these relationships. In other words, with the rapid pace of information, online reviews and online purchases, we end up forgetting our true essence. Therefore, this is the goal of Human Experience: to reconnect human beings with their essence.



Why is it important to focus on the human experience?


Using the Human Experience perspective in marketing means that companies are more focused on people’s well-being. Of course, sales, revenue and profits are still essential, as they ensure the survival of the business. But now they are at the service of people, not the other way around.

The virtual world has ended up robotizing relationships. In such a connected world, people are increasingly disconnected from their humanity. That is why people no longer seek to buy a product but rather an experience. This way, they feel more human, more fulfilled, more satisfied and, above all, connected to another person.

So, this is an opportunity for marketing to think about how its strategies, content, technologies, advertising and customer service can improve people's lives. How can it provide a more valuable experience that connects with its purpose and values, with something bigger in its life? Brands, products and services designed with this vision in mind deliver much more value to the market and generate greater connection and loyalty.



The pillars of Human Experience


Purpose in Human Experience
Purpose is the reason for the brand, what gives it meaning to exist. Through purpose, motivation arises to position itself in the world and leave its mark. It awakens humanity in people, reminding us that we are not here just to buy, compete, and consume.