Unveiling the Untapped Power of Humanity in Marketing and Business
In the realm of marketing, we possess our own secret language. We converse in acronyms, templates, and metrics constantly fixating on tasks to be accomplished and the pains to be addressed. Retention, awareness, top-of-the-funnel, and ROI dominate our discussions. We have become fluent in the dialect of business and brand.
However, here lies the irony: Our language constructs our reality.
In our pursuit of fluency in the business and brand vernacular, we have sometimes neglected the language of humanity.
What if, instead of viewing your customers as mere figures, statistics, or blind followers of your brand, you could perceive them as individuals – complete with their own tales of lost love, cherished memories, and idiosyncrasies?
At the Labyrinth Behaviour Collective, we harness the power of anthropology to solve business dilemmas. We immerse ourselves in the lives of people, listening and observing in their native tongue, exploring the contexts in which they live, work, and play. We seek to understand the social bonds they form, the beliefs they hold dear, and the rituals they practice.
As business anthropologists, we acknowledge that our inherent bias as marketers can blind us to the true essence of our customers. We become entangled in industry jargon, fixated on their product preferences and the revenue they generate. In doing so, we miss the profound opportunity to uncover their genuine identities. Sometimes, we overestimate the role our brand plays in their lives, and other times, we drastically underestimate it.
If you yearn to reconnect with the art of speaking human, our business anthropologists stand ready to help you perceive problems from a distinctly human angle. We collaborate with you, armed with insights that challenge traditional notions of branding and business, facilitating a clear path forward – one that revolves entirely around the needs and desires of your customers.
Engage in a conversation with us if you’re fascinated by the value of people-watching too.
Written by Claire Denham-Dyson and Chiedza Gwanzura
Claire is Head of Anthropology at Demographica and the Labyrinth Behaviour Collective. Chiedza Gwanzura is a Business Anthropology Manager at Demographica and the Labyrinth Behaviour Collective.