Can Brands Be Human? Study Suggests They Better Be

By Ray Schultz

With most consumers checking their smartphones constantly, brands must have a human side — speaking with their customers, not at them, according to How Human Is Your Brand?, a study by Forrester commissioned by Braze.

When brands demonstrate that human side, people are likely to “be very satisfied” (47%), make a purchase (47%), recommend the brand (49%), and love it (37%).

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