The Need to Belong
We are living in a time where many U.S. citizens are placing party loyalty over policy, and sometimes even truth. In fact, several studies have shown that attitudes toward a policy are largely determined by the position of one’s political party even if subconscious. What is the root of this blind loyalty? In a word: belonging.
Political party is a form of social identity; a sense of who you are based on your group membership. As humans, we crave that membership, we need to feel a sense of belonging. Belonging — or not belonging — has the power to not just shape our beliefs and values, but it can fundamentally affect our health and happiness. We need belonging to survive, which has led many in the medical field to emphasize immediate skin-to-skin contact with a newborn baby. Some psychology experts even believe ‘Belonging’ should be at the very bottom of Maslow’s Hierarchy of Needs pyramid, giving it more importance than even food and shelter.
Since belonging is an inherent part of the human experience, we crave a similar experience as consumers. We choose brands that promote our sense of identity, who share our values and beliefs. And we feel part of a community of likeminded people who share in that brand experience. Brands who create and foster that all-important sense of belonging can create deeper connections and long-term loyalty with their consumers. Here are four ways to start:
give audiences something to buy into, not just something to buy.
Identify a guiding brand purpose or intention built on shared values and beliefs.
LET CONSUMERS HELP WRITE YOUR BRAND STORY.
Consumers want to feel like they matter and have a say, and that they’re part of the brand’s circle.
BEHAVE AS A PEER.
Reciprocate openness and sharing and be more transparent with your community. Don’t be afraid to be vulnerable.
Establish a community identity (whether through a common symbol, logo or hashtag) and shared experiences that symbolize belonging.
It Pays To Be Human
In this case study presentation of recent work for Intel, New Honor Society’s Heidi Singleton and Intel’s Scott Jaworski share how human traits can increase social media engagement.
New Honor Society joins change makers from Spotify, Instagram, AirBnB, Netflix and Twitter at the Digital Marketing Summit in Chicago September 26-27
In her thought-provoking presentation, Heidi Singleton will share the human traits brands can adopt to increase social media engagement and brand advocacy.
Saint Louis Ad Club Intern Hop spends a week at New Honor Society
The group worked with agency interns on social media engagement for our client, Tiny Superheroes.
How brands can navigate the "The Politics of Brand Purpose"
Heidi Singleton joins Intel at the Chicago ANA committee meeting
Heidi Singleton joins Intel to talk brand humanization at the Digital and Social ANA Committee Meeting. June 19th in Chicago.
In this presentation Scott Jaworski, Director of Global Social Media at Intel, and Heidi Singleton, Chief Creative Officer from New Honor Society, will share their lessons learned and how technology giants and companies large and small can approach social media best practices. This presentation follows CES 2018 where Intel and New Honor Society turned an actual electrical blackout into a social media opportunity.
Four Ways To Infuse More Soul Into Marketing
At a time when customers choose to engage with brands who share their values and beliefs, it’s more important than ever for brands to know what they stand for, and behave in a way that proves it. It’s the reason some brands are able to build lasting, meaningful customer engagement while others are left battling with price points and parody
Heidi Singleton to speak about brand humanization on May 17 at Kansas City’s Digital Marketing Conference
Learn the four human traits brands can adopt to engage more authentically with audiences.
What young and emerging creatives can learn from "Less Sell, More Soul"
On this We Are Next podcast, Heidi Singleton talks portfolio differentiation, how to make your voice heard and the importance of defining what success looks like in your career.
With #NotSorry Campaign, St. Louis Ad Agency Aims to Make 'Sorry' a Bad Word
Remember how your grandma made you toss $1 in the swear jar every time you dropped an f-bomb? The St. Louis ad agency New Honor Society wants you to get back in the habit — only they're asking for your penance when you let out a mindless "sorry."
Why I’m #notsorry
To #pressforprogress, we need to break some bad habits.
‘How do we improve ourselves?’: Exceptional Women of the World featuring Holly Aguirre, New Honor Society
Holly Tucker Aguirre talks about the importance of brand behavior over storytelling on the Drum's Exceptional Women of the World podcast.
New Honor Society wins big at Addy’s
So proud of our New Honor Society team for taking home Gold ADDYs in Social Media, Single Execution for Microsoft Education's Skype-a-Thon and in Branded Content for Heluva Good! We are also thrilled to announce winning Best of Film, Video & Sound Internet Commercial for Veru Healthcare. Have you seen the big winner?
Is your brand worthy of love?
In celebration of Valentine's Day, Heidi Singleton shares a few thoughts on how to help brands become worthy of love.
Super Bowl ads are a microcosm of the greater issue with underrepresentation in advertising.
The behavior of a company, the people that work at the company and behaviors outside of marketing efforts are as important as marketing messages.
"What we learn is who we become." New work from New Honor Society for Microsoft In Education.
Creative Director’s Choice: New Honor Society’s Heidi Singleton on why Levi’s 'Circles' impacts in a meaningful way
Heidi Singleton talks about finding your brand's soul in a conversation with Movidiam’s George Olver
New Honor Society wins London International Gold!
Great ideas aren't always SFW. We love seeing hard work & fearlessness pay off.