# Emotive Marketing Brands tap into innate reactions of consumers to foster a greater connection. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Apr 28, 2018 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/emotive-marketing ## Key Figures - Trend score: 4.2/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Aug 18, 2016 to Apr 11, 2018 - Published: Apr 28, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Themes within the Emotive Marketing trend ### Emotive Marketing Brands are tapping into innate consumer feelings, fears, concerns and moments of happiness to create an emotional journey that is relatable. ### ASMR Marketing Brands are using Autonomous Sensory Meridian Response (ASMR) to promote relaxation and calm in marketing of products. ### Illustrated Campaigns Campaigns with highly detailed and narrative-heavy illustrations are great at visualizing the before-and-after effects of using a product. ## What the Emotive Marketing trend means for industry ### For 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 for Emotive Marketing Trend score 4.2 out of 10, from popularity 72%, activity 46%, freshness 8%. - Popularity: 72% - Activity: 46% - Freshness: 8% ## Examples of the Emotive Marketing trend 5 featured examples from Aug 18, 2016 to Apr 11, 2018. - [Mood-Altering Illustrated Campaigns](https://www.trendhunter.com/trends/illustrated-campaign): These McCafé Ads Visualize the Effects of Morning Coffee (Category: Art & Design) Implication: Disruptive innovation opportunity: Incorporate intricate illustrations and emotionally-driven graphics in advertisement campaigns to captivate and resonate with target consumers. - [Spooky Home Security Ads](https://www.trendhunter.com/trends/xfinity-home): Xfinity Home Released a Creepy Five-Minute Horror Film (Category: Marketing) Implication: 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. - [Anti Cosmetic Surgery Ads](https://www.trendhunter.com/trends/antibotox-ad): This Anti BOTOX Ad for 'LPG' Features Eerie Visuals (Category: Life-Stages) Implication: The cosmetic surgery industry can embrace non-invasive alternatives to cater to individuals who prefer less invasive procedures. - [Relaxing Back-to-School Commercials](https://www.trendhunter.com/trends/oddly-ikea): This 25-Minute 'Oddly IKEA' Ad is a Sponsored ASMR Video (Category: Pop Culture) Implication: Providing a unique and personalized sensory experience to customers through ASMR and relaxation marketing techniques, enhancing the shopping experience and brand loyalty. - [Slow Motion Clothing Commericals](https://www.trendhunter.com/trends/uniqlo-lifewear): Uniqlo Lifewear's Ad Considers Why People Wear What They Do (Category: Marketing) Implication: Fashion retailers can leverage slow motion commercials to highlight the thoughtfulness and versatility of their clothing lines. ## Recent trend clusters - [Automated Upkeep](https://www.trendhunter.com/protrends/automated-upkeep) (Tech) - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Autumn Teasers](https://www.trendhunter.com/protrends/autumn-teasers) (Business) - [Ambient Assistance](https://www.trendhunter.com/protrends/ambient-assistance) (Tech) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Marketing](https://www.trendhunter.com/marketing)