In times of increasing rational decisions, emotional messages are needed to get through to shoppers, especially because consumers declare to be more suspicious of advertising.
When it comes to pure rationality, brands ever so often have to give way to private labels. Hence, the countercyclical and credible communication of brand values, innovation and benefits has to balance out the rational price incentive in order to build brand loyalty.
In times of crisis, brands need to invest: the likelihood of traditional brands keeping their share over the course of five years reaches a mere 62%, whereas private labels have a 73% chance – and we know, once lost to private labels, it is hard to win shoppers back.
So how do brands communicate to cut through? Being connected is a proliferating desire of people, not only in uncertain times. The sense of belonging, feeling part of a wider community has been the fastest
growing trend in Western Europe in 2022, and we expect it to stay as a fundamental mindset. It is therefore essential to see and live past this crisis and build meaningful, real connections, as we also observe the notion of “insta-flawlessness” diminishing. Being real and emotional – to the point of vulnerability – is of essence and drives credibility. The success of the social media platform BeReal reflects the unfiltered, real life that is re-gaining relevance.
Especially younger audiences are attracted by emotional and transformational messages. As part of our GfK Purpose Impact Monitor, we compared how traditional purpose ads and transformational purpose ads resonate with different consumer groups. Younger viewers, in general, are more receptive to purpose ads, though their level of attention is lower. But the traditional purpose ad, communicating the values of a brand, falls behind transformational ads, which put the consumer at the center. Younger consumers felt emotionally more connected to ads that promoted a positive message of change, feeling understood and inspired.
Purpose ads inspire and have an emotional impact on younger audiences
