Ninety-two percent of consumers trust referrals from people they know, and 77 percent of consumers are more likely to buy a new product when learning about it from friends or family.
In the real world, you don’t have infinite resources; you don’t have a perfect product; and you don’t sell to a growing market without competition. You’re also not omnipotent, so you cannot enforce what people think your brand represents. Under these assumptions, most companies need all the help they can get with branding.
Sociologist and happiness expert Christine Carter, Ph.D. talks about the health benefits of being kind.