Sound is globally recognised as an influential, multifaceted and culturally relevant way to connect with audiences across the world. And now, with the results of a recent study conducted by DLMDD in partnership with YouGov, we are able to reveal the data to prove it.
Sound = spend
We know that sound reaches our hearts and impacts our emotions, but we can now reveal it also reaches our wallets too.
This groundbreaking study shows that sound does not just build trust, loyalty, recognition and recall for brands, as we already know, but it directly links sound with consumer spend; 1 out of 5 under 35's are more inclined to actually choose or buy a product from a brand with a sonic identity.
“ 20% of young adults are more inclined to choose or buy a product from a brand with a sonic identity compared to those without. ”
And with 1 in 3 adults under the age of 35 feeling more positive towards brands with a sonic identity than those without, it’s clear that for brands who want to stay on top, having a unique brand sound in the arsenal is no longer optional.
“ 1 in 3 young adults feel more positive towards brands with a sonic identity. ”
The audio consumption boom
Sonic branding is particularly when speaking to Millennial and Gen Z audiences. This is a hugely significant market: in Britain alone, there are more than 14 million adults under 35, and they hold enormous economic power. In 2020 Gen Z accounted for a massive 40% of global consumers. They are rapidly becoming one of the fastest growing consumer markets for brands, and in the coming years, will be the driving force in the global economy.
Shaped by growing up in the era of the smartphone, Gen Z have an incredible level of connectivity and expect fast-paced information dissemination. In this age of information overload, the they consume is much more diverse than that of previous generations.
“ Smart brands understand that sound needs to be a key component of their overall strategy moving forward. ”
Their native familiarity with tech-enabled consumption, including audio, means that sound has a new prominence in their experience of branding. Smart brands are acting now to plant the seeds for long term growth by understanding that sound needs to be a key component of their overall strategy moving forward.
Consistency breeds success
The research also revealed which brands consumers currently associate with having a distinctive sonic identity. McDonald’s iconic ‘I’m Lovin’ It’ iconic jingle, recorded by Justin Timberlake, came out on top, nearly 20 years after its release. Coca Cola’s signature bottle opening and fizz sonic world came second. Offering a more experiential approach, and only in the public ear for a few years, is Netflix’s instantly recognisable sonic logo.
All of these brands are forward thinking in their strategies to activate consumer recognition and spending, crafting emotionally resonant, modern and layered brand worlds that succeed in ‘cutting through the noise’ of their competitive environments.
Jingle all the way
As the research shows, sound is clearly key to unlocking the potential of Millennial and Gen Z consumers. This is an exciting time for the developing field of sonic branding to truly come of age. The brands who thrive will be the early adopters and those excited to explore this territory and the powerful ways it can drive connection.