Emotional Branding: A Strategic Essential In Today’s CPG Sector
This past June, I celebrated my ninth wedding anniversary with my wife, Teresa. I still vividly recall our first date at an Irish bar in Toronto, where she ordered a Guinness. It was at that moment that an emotional connection for myself was forged, as I do not know many women who drink Guinness. This kind of emotional connection is becoming paramount for brand’s success.
In today’s CPG sector, where consumers have an average attention span of just 8 seconds,[1] they are now faced with increasingly complex choices, primarily influenced by price, convenience, and perceived value. For instance, a typical Walmart Supercenter allocates approximately sixteen feet (16’) of shelving to toothpaste alone. This extensive section showcases ten distinct brands, collectively offering over sixty unique product sku’s. My personal preference is Colgate Palmolive. This choice is driven by an emotional connection to its taste and the role it plays in preventing major cavities, rather than solely by its price. It is that emotional connection brands must employ as research reveals “emotion plays an overwhelming role in decision making. People rarely make purchases based solely on facts and reason alone. “How you make people feel – welcome, comforted, excited, happy, etc. – determines how they behave”.[2]
When Was Emotional Branding Conceived?
The concept of emotional branding was first introduced over two decades ago by marketing visionary Marc Gobe in his book titled, *Emotional Branding*. Drawing upon his extensive experience in which he worked with some of the world’s most recognizable brands, he laid out how marketers could reach increasingly cynical audiences by appealing to their emotions.
What Is The Definition Of Emotional Branding?
“Emotional branding refers to the practice of forming an emotional connection in branding efforts to build lasting relationships between consumers and brands. The approach taps into feelings, values, and aspirations to shape brand perception”. Anabelle Holschuh, September 2025.
Emotional branding is becoming a strategic imperative in the CPG industry as consumers seek, more than simply transactional values as part of their purchases.
What Are The Benefits Associated With Emotional Branding?
Emotional branding is critical in today’s CPG sector, especially in light of 1.The prevalent consumer shift towards lower-priced brands, and 2. Private labels. It helps brands increase referrals, escalate brand awareness and value. Forty-Seven percent (47%) of consumers say that emotional value is just as important as product quality and price when making future purchase decisions.[3] I would like to elaborate on three primary benefits of emotional branding:
- Deeper Connections: Emotional branding fosters deeper connections by appealing to the feelings and values of a brand’s customer base, which in turn leads to more robust and enduring relationships.
- Market Differentiation: Fostering genuine emotional engagement allows brands to cultivate a distinct identity and personality, thereby differentiating themselves in a competitive market.
- Improved Advocacy: Customers who develop an emotional connection with a brand are more likely to become advocates, promoting it to others and contributing to positive word-of-mouth marketing.
What Consumer Segment Does Emotional Branding Skew Towards?
The importance of emotional value in the purchase decision is particularly skewed towards the younger generation as outlined below.[4]
Why Is Emotional Branding So Important To The Younger Generation?
Gone are the days when sticking with one brand was a lifelong habit. Today’s younger consumers, Millennials and Gen Z, have rewritten the rules. They expect brands to stand for something real. They want transparency, personalization, and a genuine connection.
If the brand falls short, these generations have no problem walking away. In fact, authenticity and emotional brand storytelling are two of the top 5 loyalty drivers for these generations.[5]
What Are The Key Elements For A Successful Emotional Branding Strategy?
Executed properly, emotional branding can help brands increase their share of voice in crowded and saturated marketplaces. While its application varies across brands, the most successful emotional branding campaigns align three common elements with customer expectations:
- Brand’s Storytelling: Storytelling remains a cornerstone of emotional branding. This art, which is so essential in today’s market, allows brands to connect with their customers and strengthen their brand loyalty.
- Personalization in CPG Emotional Branding: Personalized messaging allows brands to tailor content, recommendations, and product experiences. This approach not only improves convenience but also makes consumers feel known and appreciated.
Sixty-three percent (63%) of Millennials and Gen Z say that their favourite brands are those that feel like friends to them. [6] I.e.: Coke has personalized its bottles with consumer names.
- Build Trust and Transparency: Brand trust is at the heart of emotional branding as consumers increasingly demand honesty and openness about the brand’s products, values, and operations. “Transparency is also how you cut through the noise.” “In a world full of spam, scams and shady fine print, clarity is a competitive advantage. It’s how you say: “We’re not here to trick you. We’re here to serve you.”[7]
Food Distribution Guy’s Final Thought
In an era in which consumers are cutting back on their weekly grocery basket, the benefits of emotional branding lie in the brand’s ability to create relevance, trust, and differentiation. Brands that do not wish to establish an emotional bond, specifically with Gen Z and Millennials, risk significant disadvantages. In Canada, these 2 generations account for 32% of total consumer spending, with Gen Z’s share of consumer spending having more than doubled since 2020. [8] In an era in which three in four shoppers (75%) have purchased a product from a new brand in the past year instead of their regular favourite brand,[9] emotional branding is the key essential to increased customer loyalty.
I leave you with this final thought:
“A Brand that Captures Your Mind Gains Behaviour. A Brand that Captures Your Heart Gains Commitment”.
Scott Talgo, Marketing Expert and Managing Director at J Scott Consulting.
[1] Does Your Brand Pass the 8-Second Test, www.the-future-of-commerce.com, Rich Taylor.
[2] Does Your Brand Pass the 8-Second Test, www.the-future-of-commerce.com, Rich Taylor.
[3] Emotional Branding in CPG: Why it Works and How to Do it Right, www.mintel.com, September 2025
[4] Emotional Branding in CPG: Why it Works and How to Do it Right, www.mintel.com, September 2025
[5] The Loyalty Revolution: How Gen Z and Millennials are Transforming Brand Expectations, www.superstaff.com, March 2025
[6] Emotional Branding in CPG: Why it Works and How to Do it Right, www.mintel.com, September 2025
[7] Leading with Transparency Promotes Customer Loyalty, www.business.com. June 2025
[8] AI Overview: What is the Spending Power of Gen Z and Millennials in Canada? September 2025
[9] Loyalty Loses its Grip on Shoppers, www.chainstorage.com, October 2025