Category
Tech
Automated Upkeep
Trend cluster
Category
Emotive
Marketing
Brands tap into innate reactions of consumers to foster a greater connection.
4.2
Trend score
Trend
What is the Emotive Marketing trend?
Emotive Marketing: Focusing more on emotional components, brands are shifting their marketing and branding strategies to design imagery and aesthetics that speak more to innate consumer feelings, moods and reactions. Targeting not only how consumers feel, but their deepest fears, concerns and moments of happiness, brands are creating everything from short films to artistic campaigns as a way to tap into those innermost feelings of their consumers. Such emotional and abstract marketing tactics encourage consumers to move away from merely thinking about the product, and rather experience an emotional journey that they can immediately identify and relate with.
Trend themes
Themes within the Emotive Marketing trend
Three behaviours holding the trend together01
Emotive Marketing
Brands are tapping into innate consumer feelings, fears, concerns and moments of happiness to create an emotional journey that is relatable.
02
ASMR Marketing
Brands are using Autonomous Sensory Meridian Response (ASMR) to promote relaxation and calm in marketing of products.
03
Illustrated Campaigns
Campaigns with highly detailed and narrative-heavy illustrations are great at visualizing the before-and-after effects of using a product.
Industry implications
What the Emotive Marketing trend means for industry
Where the trend changes the playbookFor
Advertising
Innovations in Emotive Marketing, ASMR and Illustrated Campaigns are shaking up traditional advertising strategies.
For
Consumer Goods
The use of Emotive Marketing, ASMR and Illustrated Campaigns can help distinguish companies and drive increased sales.
For
Technology
ASMR content serves as a new application for technology and may drive demand for devices optimized for an immersive audio experience.
Workshop question
In what way could you adapt your product or service offerings to convey a more emotional message to your consumer?
Trend signals
Trend signals for Emotive Marketing
Trend score 4.2 out of 10, from popularity 72%, activity 46%, freshness 8%.
Popularity72%
Activity46%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Emotive Marketing trend
5 featured examples from Aug 18, 2016 to Apr 11, 2018CategoryArt & Design
Mood-Altering Illustrated Campaigns
These McCafé Ads Visualize the Effects of Morning Coffee
Disruptive innovation opportunity: Incorporate intricate illustrations and emotionally-driven graphics in advertisement campaigns to captivate and resonate with target consumers.
CategoryMarketing
Spooky Home Security Ads
Xfinity Home Released a Creepy Five-Minute Horror Film
Companies in the home security industry have an opportunity to capitalize on the rising demand for connected security systems that provide peace of mind and increased safety.
CategoryLife-Stages
Anti Cosmetic Surgery Ads
This Anti BOTOX Ad for 'LPG' Features Eerie Visuals
The cosmetic surgery industry can embrace non-invasive alternatives to cater to individuals who prefer less invasive procedures.
CategoryPop Culture
Relaxing Back-to-School Commercials
This 25-Minute 'Oddly IKEA' Ad is a Sponsored ASMR Video
Providing a unique and personalized sensory experience to customers through ASMR and relaxation marketing techniques, enhancing the shopping experience and brand loyalty.
CategoryMarketing
Slow Motion Clothing Commericals
Uniqlo Lifewear's Ad Considers Why People Wear What They Do
Fashion retailers can leverage slow motion commercials to highlight the thoughtfulness and versatility of their clothing lines.
