JEN MUSGREAVE, RAPP UK, SPEAKS WITH THE DRUM ABOUT A GROUP OFT IGNORED

"Brands are failing to communicate effectively with half of their customers. We all know people who are introverts but most marketing is aimed at extroverts, and made by extroverts. As a result, introverts are unintentionally alienated by a lot of marketing because brands don’t understand their need.

What makes someone an introvert? If you agree or strongly agree with the following statements, you are highly likely (80%) to be an introvert: “I tend not to talk a lot”; “I am quiet around strangers”.

But it’s not just about how much you enjoy socializing: introverts don’t dislike company, but they feel at their most alive and their most capable when they’re in quieter, more low-key environments. They’re independently minded, being much less likely to succumb to herd behavior or be overly influenced by their peers, like extroverts.

So why should brands care? Introverts make up 48% of the UK population - at least half of any brand’s addressable audience at any one time. If you’ve been getting decent results based on extrovert marketing, imagine how much better your results would be if you recognized introvert preferences."

Read more with The Drum.