Fashion and beauty brands are underutilising a key customer base for organic growth, according to new consumer research from Mention Me.
The research, published this week, identified three distinct buyer profiles that influence brand growth: Evangelists, advocates who endorse without incentive; Opportunists, incentive-led sharers; and Pragmatists, those who recommend a brand when it feels relevant, useful, and socially safe.
It found that while Evangelists are the loudest advocates, and traditionally the segment where most investment has been funnelled, Pragmatists are where the real growth opportunity lies.
According to Mention Me CEO, Wojtek Kokoszka, this group is made up of individuals who already like products but require “relevance and confidence” before recommending one.
Indeed, Mention Me’s research revealed that almost half of consumers fail to act on a recommendation, due to a lack of relevancy — Pragmatists, who are motivated by being useful rather than promotional, could help close this gap.
And the research showed that authentic brand advocacy plays a significant role in driving purchasing decisions.
Over half of consumers (53%) regularly receive recommendations from friends and family, and 51% trust those recommendations above all other sources.
Neha Mantri, CMO at Mention Me, called the data a “wake-up call” for CMOs, adding that not all customers have the same psychological relationship with a brand.
“Understanding the behavioural patterns of your brand’s Tru-Promoters is the next step for marketers to unlock real, organic growth,” said Mantri.
Kokoszka echoed this, outlining that the future of growth isn’t about louder campaigns or bigger incentives: “Brands need to understand how different customers promote them and subsequently give the right people the necessary amplification.”
For affiliate marketers, unlocking this base’s potential means bypassing fluff and frills for well-researched, evidence-led, and transparent content that provides real value.
