The Secret to Customer Longevity
The number of interactions you have with people throughout your day, and the feeling of being part of a cohesive group, is a very strong predictor of happiness and longevity.
TL;DR Summary
Okinawa is a small island off the coast of Japan and is one of the original Blue Zone locations discovered in the world. Blue Zones are regions in the world where people live significantly longer than the average population. In Okinawa, for example, there are more centenarians 一 people over the age of one hundred 一 as a proportion of population than anywhere else in the world. They also have the lowest death rates from cancer, heart disease, and stroke. One of the key reasons for this, researchers discovered, was not only keeping a healthy diet and regular physical activity 一 which are all very important contributors 一 but it was the level of social connections they had with friends, family and their communities. Dan Buettner, the National Geographic researcher who discovered these Blue Zones, explained in one of his TED talks on the topic: “We know isolation kills. Fifteen years ago, the average American had three good friends. We’re down to one-and-a-half right now. If you were lucky enough to be born in Okinawa, you were born into a system where you automatically have half-a-dozen friends with whom you traveled through life.”
The Japanese word for such a social system is called a “moai” (pronounced mo-eye). It refers to a group of lifelong friends or a community social group that forms in order to provide support to one another in the form of social, financial, health and spiritual needs. Children, for instance, are instantly born into a multi-generational community 一 a social support group including peers in their age group 一 that become their second family. They grow up together and look after one another their entire lives. Some of these moais last for over 90 years!
Moais typically get together frequently to discuss life, share advice, gossip, share experiences together, and help each other financially, if needed. One Okinawan interviewed by Buettner who was seventy-seven, and the youngest in her moai which had an average age of 90, explained: “Each member knows that her friends count on her as much as she counts on her friends. If you get sick or a spouse dies or if you run out of money, we know someone will step in and help. It’s much easier to go through life knowing there is a safety net.”
Research has shown that one of the common themes across these Blue Zones and the biggest predictor of living a long and happy life was the closeness of people’s relationships...the quality of connections you have with the people you feel safe with and know will have your back during tough times directly determines how long you’ll live.
Loma Linda is another Blue Zone. It’s a community in Southern California made up of predominantly Adventis Christians, a protestant Christian faith. They get together every week for “Adventis parties” where they pray, go on nature walks and enjoy fellowship together. From sunset on Friday through to sunrise on Sunday, they observe their sabbath every week by completely stopping whatever they’re doing in their lives, no matter how busy they might be, to spend time with family and unplug from the world. No television. No internet. Just focused solely on spending time with the friends, family and the community to recharge mentally, physically and spiritually. The power of meaningful social connections and their consistent 一 almost ritualistic 一 social habits have allowed them to have life expectancies a full eleven years longer than the American average.?
The island of Sardinia is yet another Blue Zone, a small highland village about 125 miles off the coast of Italy where men live the longest and healthiest of anywhere in the world. In Sardinia, there are more than six times as many centenarians as the mainland and ten times as many as North America. And the key reason for this, again, is the power of their social connections. Giovanni Pes, a biomedical researcher who is an expert in Sardinian longevity, points out that having a lively circle of close friends, family and colleagues that take care of their elders is a crucial piece to longevity and happiness. As a Sardinian himself, Pen would make it a point to visit his eighty-seven-year-old mother every Sunday regardless of how packed his schedule was and despite the fact that he lived seventy kilometers away. His father lived to 105 and his great-uncle to 110 years old. “Everybody is in close contact with other members of the community,” he said. “My great-uncle was no exception. He used to visit friends and relatives and was fond of going hunting until he was 98 years old.”
The Secret to Longevity
As it turns out, research has shown that one of the common themes across these Blue Zones and the biggest predictor of living a long and happy life was the closeness of people’s relationships. That is, the quality of connections you have with the people you feel safe with and know will have your back during tough times directly determines how long you’ll live. Another strong predictor was the level of social integration that exists within your day-to-day life. In other words, the number of interactions you have with people throughout your day, and the feeling of being part of a cohesive group, is a very strong predictor of happiness and longevity. Unfortunately, the opposite is true for people with low social connectedness. Low levels of social connection are associated with lower levels of physical and psychological health as well as shorter lifespans. Prolonged loneliness and isolation are proven to be harmful to one’s health 一 the equivalent to smoking fifteen cigarettes a day or shortening lifespan by as much as fifteen years.
The Science of Longevity
Humans are social creatures who are hard-wired for social connection. Research has found that our need for connection may be as fundamental as our need for food and water. It started millions of years ago when we first roamed the Earth that being in social groups increased the chances of human survival. The evolutionary process had favored the development of more complex social behaviors in humans enabled by an increasingly more sophisticated biology of the brain itself. It turns out that human brains have a much larger neocortex than any other primate or mammal species. The neocortex is the part of the brain that controls our social cognition, conscious thought, language, emotions, behavioral regulation and empathy. The evolution of our “social brain” has enabled us to have much higher social cognition such as understanding the feelings and intentions of others and our fundamental desire for social belonging and interpersonal exchange. In other words, we’re biologically hard-wired for interacting and connecting with others.
We're born with these evolved social brains, however, our actual social abilities and how we use our social brains develop over time and get more sophisticated through repeated social interactions. Neuroimaging of the brain suggests that early experiences have large and significant influences on our social brains and is crucially shaped through the level and quality of interactions during this period. For instance, positive interactions early on promote healthier and stronger social brains and subsequent connections, while inconsistent or unresponsive interactions, lead to less-developed social brains and more avoidant behavior leading to weaker social connections.?
What Blue Zones Can Teach Us About Long-term Customer Lifetime
Blue Zones and our social brains can teach us a lot about connecting with customers. For one, it shows us the importance of human connection and its biological impact on longevity and happiness. As humans, we’re programmed for social connection, so intentionally creating meaningful connections and a feeling of belonging with customers 一 especially early on 一 will establish a healthy relationship that will lead to longevity (customer lifetime value) and happiness (customer satisfaction). The old adage that ‘it takes a village to raise a child’ certainly applies here in cultivating customer relationships as was so evident in the Blue Zones. It also shows that sustained, consistent and frequent interactions are key to establishing trust and deeper connections.
Given this, there are some important lessons that marketers can learn from these unique communities when it comes to building long-lasting relationships with their customers.
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Lesson 1: Prioritize Relationships
One of the key factors that contribute to the longevity of Blue Zone residents is their strong sense of community and social connections. They prioritize relationships with friends, family, and neighbors, and they make time to nurture these connections throughout their lives. Marketers can take a page from this playbook by focusing on building authentic, long-term relationships with their customers, rather than just pushing for immediate sales.
This means investing in the customer experience and delivering value over time. For example, companies like Apple and Amazon are renowned for their customer service, which includes things like fast and free shipping, easy returns, and 24/7 support. These companies prioritize customer satisfaction and go out of their way to make their customers happy, which helps to build a loyal customer base that will continue to choose their brand over competitors.
Lesson 2: Focus on Retention Over Acquisition
In the same way that Blue Zone residents prioritize relationships, marketers can prioritize customer retention and loyalty over acquisition. While it's certainly important to attract new customers, it's even more critical to keep existing customers engaged and coming back for more.
Personalized customer journeys can provide ongoing value that increases retention by tailoring the customer experience to meet the unique needs and preferences of each individual customer. By using data and analytics to understand customer behavior, preferences, and history, marketers can create customized experiences at every touchpoint that are relevant and engaging for the customer. By providing ongoing value that meets the customer's evolving needs, marketers can build strong, long-lasting relationships that increase customer retention and lifetime value.
Another way to focus on retention is by providing loyalty programs or rewards for repeat business. These programs can include things like discounts, free products, or exclusive access to new products or services. By rewarding loyal customers, businesses can create a sense of exclusivity and incentivize customers to continue doing business with them.
Lesson 3: Embrace Simplicity and Authenticity
Blue Zone residents often lead simple, uncomplicated lives, and they value authenticity and transparency in their relationships. Similarly, marketers who focus on delivering clear, honest messages that resonate with their audience will build trust and credibility, which are critical for long-term success.
One way to embrace simplicity and authenticity is by focusing on a core message or value proposition. This means communicating a clear and concise message that resonates with customers and highlights the unique value that a business provides. Companies like Nike and Apple are excellent examples of this. They each have a core message that is simple, yet powerful: Just Do It and Think Different, respectively. By embracing simplicity and authenticity, businesses can create a strong brand identity that resonates with customers and builds loyalty over time.
Lesson 4: Align with Values That Resonate
Blue Zones also highlight the importance of health and wellness in longevity. By offering products or services that promote health and wellness, marketers can align their brand with values that resonate with customers. This can help to build a sense of community around the brand and create a loyal customer base that shares the same values.
For example, companies like Whole Foods Market and Lululemon have built their brand around health and wellness, offering organic foods and athletic apparel, respectively. By aligning with values that resonate with their customers, these companies have built a loyal customer base that values health and wellness and is willing to pay a premium for products that align with their values.
Lesson 5: Foster a Sense of Purpose
Another factor that contributes to the longevity of Blue Zone residents is a strong sense of purpose. They have a reason to get up in the morning and pursue their goals, whether it's family, work, or community. Marketers can foster a sense of purpose among their customers by aligning their brand with a larger mission or purpose that resonates with their audience.
For example, TOMS Shoes has built its brand around the idea of giving back. For every pair of shoes purchased, the company donates a pair to a child in need. By aligning with a larger purpose and giving customers a reason to feel good about their purchase, TOMS Shoes has built a loyal customer base that values the company's mission and is willing to pay a premium for its products.
Lesson 6: Create Experiences That Matter
Blue Zone residents also prioritize experiences over material possessions. They value time spent with loved ones and meaningful experiences that bring joy and happiness. Marketers can create experiences that matter by focusing on the customer experience and delivering value beyond just the product or service itself.
For example, companies like Airbnb and Marriott International have created unique experiences for their customers by offering personalized recommendations, curated experiences, and exclusive access to local events and activities. By focusing on the customer experience and creating memorable moments, these companies have built a loyal customer base that values the experience over just the product or service.
Putting It All Together
Blue Zones can offer important lessons for marketers looking to build long-lasting relationships with their customers. By prioritizing relationships, focusing on making genuine connections, embracing simplicity and authenticity, aligning with values that resonate, fostering a sense of purpose, and creating experiences that matter, marketers can build a loyal customer base that will continue to choose their brand over competitors. By taking a cue from these unique communities, marketers can learn to build strong, meaningful relationships with their customers that will stand the test of time.
Louis Cho is a globally experienced Marketing, Data & Analytics, and Customer Experience Executive with 20+ years of experience in leveraging data, digital and technology to drive customer loyalty, engagement and growth.
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2 年Love this analogy Louis! Blue Zones prove that community around common values and purpose resonate at a human level. It’s how the best brands build real loyalty!