MAM
Emotional & purposeful marketing: A timeless strategy for today and the future
In the frenetic marketplace of the 21st century, brands often appear as beacons in a storm, competing for the fleeting attention of distracted consumers. Yet, the brands that achieve true success don’t merely amplify their volume-they strike a chord. Much like an artist blending hues on a canvas, these brands tap into the rich spectrum of human emotions, crafting experiences that are felt as deeply as they are seen.
Imagine walking into a bookstore. Among the hundreds of titles, a particular cover catches your eye. It isn’t the most vibrant or ostentatious, but something about it resonates with you. Perhaps it’s the familiar scene depicted on the cover, evoking a childhood memory, or the author’s name, which stirs a sense of recognition. In that moment, you’re not merely a customer; you’re someone forging an emotional connection with the brand.
The shifting sands of customer psychology:
Gone are the days when consumers based their choices solely on a product’s utility. Today, we observe a significant shift in customer psychology, necessitating deeper engagement from brands. This shift is not merely a consequence of increased information access or the rise of digital natives; it represents a cultural evolution. Consumers have transitioned from passive recipients to active participants in brand narratives.
In our current era, authenticity has become the new currency. Amidst the deluge of information, trust is a precious commodity-easily earned but quickly lost. Today’s consumers, particularly younger generations, excel at detecting insincerity. They demand transparency and alignment with their values. Consequently, brands that champion causes such as sustainability, social justice, or mental health find themselves at the heart of vibrant consumer communities.
Emotional marketing revolves around forging a profound emotional bond between the brand and the consumer. By leveraging emotions—such as joy, nostalgia, fear, or excitement-brands can influence purchasing decisions. To harness emotional marketing effectively, brands must delve deeply into their target audience’s emotional triggers. This involves understanding not just demographic details but also psychological aspects like values, fears, aspirations, and pain points.
The science behind emotional marketing
To truly grasp emotional marketing, we must explore the science underpinning it. Emotional marketing engages the brain’s handling of emotions and decisions. When encountering something new, it first reaches the amygdala-the brain’s emotion centre-before proceeding to the neocortex, where rational thought occurs. A potent emotional trigger can lead to an “amygdala hijack,” where intense emotions such as joy, stress, or excitement override rational thought. By employing positive emotional triggers, brands can encourage consumers to explore new products or overcome hesitation.
Is emotional marketing a new trend?
In reality, emotional marketing has long been a cornerstone of successful campaigns. What’s changed today is our heightened awareness and the strategic precision with which it’s applied. Iconic brands like Coca-Cola and Nike have long mastered the art of evoking emotions like joy, nostalgia, and belonging. The evolution lies in our ability to analyse and leverage these emotional triggers more effectively, thanks to advances in data analytics and psychological insights.
Emotional marketing permeates the entire customer journey, from brand messaging to sales and even post-purchase experiences. It’s based on the principle that the emotions you instil in your customers create lasting impressions, leading to future brand recall when they encounter similar situations.
Far from being just another trend, emotional and purposeful marketing forms the backbone of a solid brand strategy. Though it may not always be visible, it’s crucial for long-term success. Brands that focus on creating genuine emotional connections and aligning with meaningful causes build a strong foundation of trust and loyalty.
The marketplace is continuously evolving and these practices only make the brand a true winner. A culmination of many strategies when put together serves a great brand recall. These fundamental elements will enable brands to distinguish themselves and maintain relevance. Ultimately, it is this grounded approach that ensures a brand’s endurance and impact in an ever-changing world.
The article has been authored by Boch & Fernsh founder and creative business head Chirag Shah.
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
