Why Marketing is Dead. And Why Emotions Equate Money.
Marketing is undergoing an inevitabl, and irreversible transformation.
For half a century, marketing operated under a seductive illusion:
> run the right ads, trigger the right needs, close the deal. YadaYadaYada
But the surface cracked; Consumers evolved. Culture fractured. Technology rewired desire.
When COVID-19 hit — it fundamentally rewired how we see ourselves and WHAT we value. The pandemic, followed by a rolling polycrisis, accelerated shifts in consumer psychology that were already underway.
Our emotions are now the primary driver of consumer behaviour.
A conventional ad campaign isn’t enough anymore. Consumers want MORE.
Consumers demand multi-sensory, emotionally immersive brand experiences. They want to see, smell, touch, taste — to feel something profound!
Studies show that 70% of consumer decisions are emotionally driven, while only 30% rest on rational grounds. This emotional gravity translates directly into business outcomes. Brands that evoke joy or positive sentiment enjoy measurably higher engagement, loyalty, and lifetime value.
Take Rhode, as an example, — acquired for $1 billion in June 2025!!!!!!!!!!!!
Rhode didn’t grow through conservative marketing mechanics. It constructed an aspirational reality for Gen Z women: a universe of “clean girl” minimalism, rooted in founder Hailey Bieber’s aesthetic.
More than a logo, a color palette, or sleek typography.
Rhode built a lifestyle, a value system, an aesthetic world. Most critically, they created a feeling of relatability.
Young consumers didn’t just see products. They saw a version of life — and of themselves — that felt instantly attainable and deeply desirable. They could say:
“This is so me.”
They weren’t buying skincare. They were buying identity.
And that’s the GOLDEN difference between good and great marketing:
Good marketing drives transactions; Great marketing builds belonging.
It anchors itself in culture, rides evolving aspirations, and forges connections that endure beyond campaigns.
Mapping consumer emotions isn’t just a tactic — it’s a strategic imperative. It’s how brands authentically align with shifting cultural values, emerging needs, and evolving aspirations.
It ensures you deliver products and experiences that resonate deeply and sustainably, both globally and hyper-locally.
In conclusion; It’s ultimately about value — but not just transactional value. It’s about building a brand that fosters belonging, inviting people to be part of something larger than themselves.
If you want to build a strong brand and understand what Millennials, Gen Z, Gen X are ACTUALLY thinking before buying - this is your life line hello@thesoulcial.studio
(Harvard Business School; Zaltman, How Customers Think), (Gallup; Journal of Consumer Research)
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