Together we make Consumers Union relevant to younger audiences

The Consumentenbond’s customer base is aging. The brand has a large following of loyal members in the 55+ age group, but the influx of younger advocates is lagging behind. The Consumentenbond decided it was time to take action. After all, how relevant is the Consumentenbond to the younger target group, and in what situations?

Maaike Kammerman, Lead Link for Brand & Integrated Communication at the Consumentenbond: “To help us address this issue, we were looking for a partner who could measure our brand values and image. In Validators, we found a partner that provides us with insights into our relevant brand awareness. Following the research, we received concrete tools to achieve growth. We’re using the results to refine our positioning and prioritize initiatives for our propositions.”

Gathering Input

To get the project off to a good start, we first assessed the internal perception of the Consumentenbond brand and mapped out its vision for the future. We did this through an interactive workshop that gathered input from various levels of the organization. We then conducted a large-scale exploratory brand study among consumers. Using these insights, we set up a follow-up measurement that assessed the brand’s relevance and can continue to monitor it over time.

Mental market leader among dissatisfied consumers

The study revealed a mismatch between the organization’s internal perception and how consumers view the brand. Although the Consumentenbond is known as a tester and comparator, the brand does not come to mind when a consumer finds themselves in a relevant situation. As a result, the Consumentenbond is not relevant at the Category Entry Points where a large market share can be gained. In fact, the brand is currently relevant mainly when consumers are dissatisfied with a product or service. Only then is the Consumentenbond the mental market leader. In all other phases of the customer journey, younger consumers do not think of the Consumentenbond.

Relevance in the Customer Journey

The results of our research were an eye-opener for the Consumentenbond. They are using these insights to shape their brand strategy. In addition, the findings provide insights into how to adapt their communication for the various propositions. Follow-up measurements will be conducted in the coming period so that, together, we can make the necessary adjustments to ensure that the younger target audience is also engaged.

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