"The consumer confidence index decreased by 2% in July compared to the previous month; the index, which was 57.6 in June, became 56.5 in July."

This news definitely appears before all of us somewhere every month. So, what do these lines that we just read and pass by want to tell us? While this "confidence parameter", which TUIK has been following regularly since 2012, meant nothing to any of us 20 years ago, why is it so important today?

The period we are passing through has put the world into a great crisis of confidence with the effect of post-truths, Cambridge Analyticas and many other events. We are in a relentless search for which of the thousands of messages, advertisements, stimuli passing before us every day is true and which is manipulation. Just like a diabetic patient who has to measure their sugar before every meal, we constantly measure the consumer's confidence level. We are looking for various ways to re-establish the confidence relationship that is melting away day by day between our brands and consumers, we spend millions and make campaigns. Because in the researches conducted, 78% of consumers say they want brands to be "transparent".

However, no matter how hard we try, people seem to follow Shakespeare's advice "Love all, trust a few". There are very few successful brands in the market that have been able to establish a trust relationship with their consumers.

So how do you establish a trust relationship?

Actually, the answer is very simple; sincerely.

In today's world, the leading value in consumer-brand relationships is "Sincerity". We have seen in many examples in recent years how being sincere towards the consumer solves major crises.

For example; When KFC, which changed its logistics company in the UK, could not open some of its stores for days due to problems in the supply chain, it informed its customers about the issue with an advertisement and apologized. Netflix, Apple, Toyota and others are some of the many brands that accept their mistakes and apologize to their customers.

In a world where information spreads so fast, not perfect brands, but humble brands that can make fun of themselves and accept that they have small flaws from time to time seem more sympathetic to the consumer.

Unlike previous ones, new generation consumers are looking for images that resemble themselves, not those that patronize them, and they are much more flexible in terms of brand preferences. Leaving a brand they use today aside tomorrow is not a big deal for them at all. In the new world where options have reached incredible numbers and product functions have become very close to each other, the consumer feels very powerful. Of course, this feeling of power also finds a place in the communication languages of brands. Especially in communication with women, whose decision-maker role in shopping preferences is increasing day by day, the "strong woman" theme is increasingly highlighted.

"Strong Woman" Theme in Turkey

There have been many works done under the theme of "strong woman" in Turkey in the last few years. Those that come to mind immediately;

  • Atasay's "#taksanayakışanı" (wear what suits you),
  • Orkid's "#kızgibi" (like a girl),
  • Veed's "#antiprenses" (anti-princess),

campaigns and many more.

Brands have largely changed the image of women they show on the screen in recent years. They are aware that this new "strong woman" image is more attractive to women who are their consumers, and they continue to work with female figures who have achieved equality in terms of gender roles and regained their freedom in the advertising language and world they establish.

However, the real world has not been able to adapt to this change as quickly as in fictional worlds. All kinds of violence against women continue at full speed on the street, at work, at home.

While what happened last week caused indignation nationwide, a unique opportunity has come before brands to prove their sincerity on this issue.

Instead of choosing a "social responsibility project" from the catalog just to fill the allocated budget, they can contribute to the ability of the strong women they use in their advertisements to live in trust and peace in Turkey. Brands that sincerely tackle the burning problems of the country they live in, not with their packages with a bird placed on the edge or changed to 2 tones dark navy blue, will of course be different in the eyes of their consumers than those who do not.