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How Communicators Can Help Brands Win in the New Tech-Lifestyle Revolution 

May 10, 2024
By Tam Carneson

The information age has created a consumer who is more connected and empowered than ever before. This has given rise to, among many evolving behaviors and trends, (demand for) tech-enabled experiences across consumer products and sectors.  

In fact, today, consumers are looking for the same seamless and intuitive experience that they’ve become accustomed to, thanks to the ubiquitous smartphone — from the brick-and-mortar stores where they shop to the fashion and accessories that they wear, the homes they live in, and more — so much so that the predicted global market size for the fashion tech industry alone is USD 2.7 billion by 2025.  

In a world where consumer expectations continue to evolve with rapid technological advancements, changing personal habits, and heightened competition, brands must move with the speed of this change or risk being left behind. 

But it’s not just about technological frills. Consumers are increasingly prioritizing their well-being and that of the world they live in, and along with products that empower them to take charge of their lives effortlessly and the impact they’re making, they expect transparency and trustworthy information. Ultimately, they are looking for tech-infused products that blend seamlessly into their lifestyles, solve real problems and add value to their lives from brands they feel they can trust and be aligned with.  

So on top of their fitness tracker counting steps AND measuring heart rate and blood oxygen levels, or their smart home devices learning their preferences to automate tasks, save energy, prevent waste, AND create a more convenient living experience, consumers are also looking for quick and painless resolutions to their complaints, the option of self-help solutions, access to brands via their preferred channels, personalized experiences, data protection and privacy AND honest and open communication. 

Expectations and the stakes have never been higher. 

So, how can marketing and communication professionals help brands navigate this new landscape? Here are a few steps to take: 

  1. Understand the Audience: Research consumer expectations and pain points and identify the specific problems your brand’s tech-lifestyle product can solve. 
  1. Focus on User Experience: Prioritize clear communication and education about (new) features to avoid user frustration. 
  1. Craft Compelling Stories: Go beyond technical specifications and tell stories that showcase how the tech integration delivers personalized experiences that enhance the user’s lifestyle and align with the brand’s core values. 
  1. Address Concerns: Be transparent about business practices like data collection, manufacturing processes and sources, and especially about mistakes and efforts to correct these. 
  1. Measure and Adapt: Monitor feedback and sentiment and be prepared to adapt communication strategies and product features based on evolving user needs. 

The crucial role marketers and communicators play as businesses navigate this rapidly evolving world cannot be understated. As strategic partners, we bring a unique perspective to the table, including data-driven decision-making, timely market and cultural understanding and impactful storytelling ability. Businesses that understand this — working to integrate technology into their processes and products and prioritize user experience while staying true to their brand identity and delivering honest and engaging communication — will win.