LISTENING HARDER
5 May 2025
LISTENING HARDER:
WHY CO-CREATION IS ESSENTIAL WHEN TRADITIONAL AUDIENCES BECOME HARD TO REACH
In an age of distraction, traditional advertising and audience engagement tactics face diminishing returns. Simply casting a wider net isn't the answer. Today, breaking through isn’t about shouting louder. It’s about smarter listening.
Audience fatigue isn't new. But it's intensifying. Audiences have grown increasingly selective, tuning out messages that lack personal connection. They're overwhelmed by noise. Brands still relying on assumptions or broad generalisations find themselves disconnected. To be relevant today means being authentic, and true authenticity demands active audience involvement.
Co-creation tackles this challenge head-on.
At Big Strategy Box, we've seen firsthand how bringing audiences into the heart of the conversation significantly enhances communication. We combine predictive data modelling with practical co-creation research, actively involving potential audiences to shape, test, and challenge ideas.
Here's why co-creation works, backed by evidence:
Friends beat banners: Nielsen's global survey found that 88% of consumers trust peer recommendations more than traditional ads, highlighting why involving real people in shaping your messaging works so effectively.
Across studies, the evidence is strong: A recent meta-analysis covering over 63 empirical studies and more than 25,000 participants showed a strong positive link between audience interaction and value co-creation, clearly demonstrating its consistent effectiveness.
Better products, faster: Research involving 243 global manufacturing firms revealed significant positive impacts of co-creation on the success of new product development, showing that customer involvement isn't just about messaging, it's about real, impactful innovation.
Stickier customers: A 2024 social-commerce study found customer co-creation dramatically increased platform loyalty, with co-creation directly accounting for 63% of repeat visits.
Proof in the bricks: LEGO’s fan-driven co-creation programme, LEGO Ideas, has successfully launched dozens of crowd-designed sets into the market, resulting in significant growth, even as the wider toy market shrinks.
Co-created messages resonate deeply because they're authentic reflections of audience values, language, and experiences. This collaborative approach doesn't just boost immediate engagement, it builds sustained relevance and lasting relationships.
Ultimately, real people offering genuine feedback means creating conversations rather than pushing promotions. Co-creation isn't merely a more effective marketing strategy, it’s a necessary evolution for any brand committed to meaningful connections in today's fragmented world.
Ready to explore what co-creation could do for your brand?
Big Strategy Box. New audiences. Stronger propositions. Engagement, by design.