As John Lewis, McDonalds and IKEA know all too well, sound and music have the unique power to tug at our heartstrings and our emotions. But for CMOs and brand managers, picking music, or creating a brand sonic, can sometimes seem like looking into a crystal ball when it comes to ROI.
In a series of research projects with YouGov, we're revealing that sound not only tugs on our heartstrings - but our pursestrings too.
1 in 5 UK adults under the age of 35 are more likely to purchase a brand’s products the more they hear the sound associated with that brand.
The first instalment in a series of research projects with YouGov revealed that 20% of young adults are more likely to spend with a brand that has a sonic identity. However, repetition and consistency are often cited as a key pillars when it comes to successful sonic branding (McDonald's "ba da ba ba ba" has been going since 2003...), so we wanted to test, is repetition really that important? It is. In the second phase of results in this series reveals, we can reveal that more than 1 in 5 (21 per cent) UK adults under the age of 35 are more likely to purchase a brand’s products the more they hear the sound associated with that brand.
Kids these days...
Kids these days - they love music. 56% of Gen Z and millennials agree that audio is an escape from too much visual stimulation. And what's more, is that Gen Z are predicted to be the most wealthy and disruptive generation ever - in fact, 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. CMOs thinking long term know they're a big deal, and know music is a powerful way to reach them.
With more than a fifth of Millennials & Gen Z more likely to purchase a brand’s products the more they hear the sound associated with that brand, the research clearly shows the purchasing power of sound within brand marketing for young adults.
As well as uncovering the power of repetition when it comes to brand sound, the research also revealed a powerful connection between sound, retention and brand loyalty:
- Nearly 1 in 5 (19 per cent) UK adults under the age of 35 feel more loyal towards a brand that has a sonic identity, than one that does not
- 1 in 3 (33 per cent) of adults under the age of 35 are more likely to continue to purchase from a brand that has a recognisable logo than one that does not
The research also revealed a quarter (25 per cent) of UK adults under the age of 35 are more likely to continually purchase from a brand that has a memorable TV advert than one that does not - further highlighting the important role that sound and music plays within brand building and creating successful campaigns.
Prof. Charles Spence
Professor Charles Spence is an Experimental Psychologist at The University of Oxford and leader in the world of brand sound and consumer behaviour.
Brands really do need to think about, and optimise, how they sound in the ears of the consumer.
Professor Charles Spence
He comments "the results of this latest survey help to emphasise the importance of a brand’s sonic, as opposed to visual identity, for younger consumers. In the age of the smart speaker, brands really do need to think about, and optimise, how they sound in the ears of the consumer."