January 28, 2021 KahnMedia

The Emotional Connection With Feel-Good Purchases

The seismic shift to online purchases continues, and with it, so does the importance of keeping consumers engaged. The ever-changing e-commerce marketplace recognizes that emotions drive purchases as customers consider what they buy now more than ever. How they feel about their choices motivates them to align with brands that share their beliefs, and this wields a powerful influence over the companies who want to earn their business.

No single demographic has been more driven by their emotions about purchases than Gen Z (children born from 1995–2012), whose strong feelings to change the world compels them to take action. A recent Facebook IQ survey shared in this Kahn Media article about Gen Z’s habits found 79% of Gen Zers say the pandemic has made it more vital to reduce their environmental impact. As a result, these consumers also expect the companies they follow to behave sustainably and offer products to allow them to do the same. They want to see progress and solutions to environmental issues; a simple act like the purchase of sustainable products proves to them we can all contribute somehow.

The 2019 Porter Novelli/Cone Purpose Biometrics Study reported, “79% of Americans say supporting companies that have similar values is a way for them to show the world they care, and 76% say supporting companies that are addressing social and environmental issues helps them feel they’re doing their part.”

Marketers know this reality well and design strategies using emotional marketing to make consumers feel a particular way about their purchases. People emotionally connected to a brand have a greater chance of spending to support that brand. This post explains how using emotional triggers like anticipation, joy, and trust, among others, creates positive emotions about purchase choices and cultivates a deep connection between consumer and brand. A well-planned social media strategy will help build trust and credibility with customers. The marketing plan should showcase positive reviews, client testimonials, endorsements from influencers, and the overall number of followers to new prospective customers.                  

Consumers look for authenticity and transparency from the companies they follow and will remain loyal as long as they receive the emotional response they desire from their purchases. Marketers use data analytics from these feel-good choices, including likes, dislikes, surveys, and browsing history, to effectively understand consumers’ habits and concerns. This research process helps marketers develop targeted strategies to motivate buyers, with campaigns targeted to appeal to their need to feel a particular way or connects with their interest in a larger purpose or movement.

Consider environmentally conscious consumers for whom global warming and its effect on the polar bears in their arctic habitat is an essential concern. This group’s emotional response causes them to reflect upon their use of fossil fuels; the need to solve the emissions problem leads them to purchase a new fuel-efficient hybrid or fully electric vehicle. These well-intended consumers have no idea if they helped save any polar bears or how many, but their purchase choice makes them feel relieved and comforted by the perceived reduced impact on the environment. It satisfies their need to feel like they have done their part to save the polar bear habitat and, ultimately, the planet.

The energy-efficient vehicle purchase shows how consumers have stepped up to the plate based upon their feelings and taken action with their wallets. They have not waited for companies or governments to take the lead but have used their power of purchase to make effective changes to their global impact. This growing movement has effectively influenced companies to notice and develop more sustainable products if they want to keep up with the changes in consumer habits. The belief everyone can contribute has created a new sense of shared responsibility and grown into a cultural value, evolving the marketplace into the new normal.

When consumers make purchases in today’s marketplace, feelings, beliefs, and emotions share a more significant influence on their choices, and a successful marketing campaign sensitive to their needs can drive increased sales. To connect with customers on a deeper, more emotional level, reach out to us. Together, we can develop a targeted marketing strategy to attract consumers seeking those qualities.

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