Trust is scarce, brands must listen

We're in a period of disruption where customers are skeptical. Brands need audience intelligence to understand what matters to specific customer groups and tailor their messaging accordingly.

One message doesn't fit all regions

Walmart's approach in Arkansas differs completely from the Northeast or West. Understanding local healthcare needs, disaster preparedness, and community values shapes how the brand communicates its impact.

“In Arkansas, the heartland, it's a very different message than it's going to be in the Northeast, and that's very different than what we see in the West.”

New residents are a test audience

Texas saw significant population changes after the pandemic. New arrivals may have different brand perceptions based on where they moved from, making them ideal for testing how to educate customers about Walmart's community work.

Build goodwill before crisis hits

With many store locations, things inevitably go wrong. Brands that establish themselves as community partners beforehand earn trust that protects them when problems occur and turns negative experiences into brand loyalty.

“You want the community, particularly where you're operating, to understand that this is a partner.”

Top of mind means more than location

Customers remember brands for reasons beyond low prices or convenience. When Walmart is top of mind because it's a trusted community partner doing good work, that emotional connection drives consistent purchasing behavior.

“You want to be top of mind, not just because the price is low, or it's close to my house, but because that's a partner in our community doing really good and positive work.”