Ten inspiring examples of Human-Centered Marketing

When I wrote Marketing Rebellion, I proposed that in the end, “the most human company wins.” I believe in our hearts we all seek communion with real humans, and to the extent we can do that with our companies, we’ll survive and thrive these perilous times. The book is a call-to-action for human-centered marketing!

Since then, the pandemic has amplified the need for this authentic human connection. People have been isolated, fearful, and anxious for months. Some readers have told me that my book is “coming true” as companies abandon their advertising scripts to roll up their sleeves and connect with people at their point of need.

Today, let’s look at a few diverse examples of how companies demonstrate human-centric marketing.

The heart of human-centered marketing

If you’re wondering what I mean by human-centered marketing, the main idea is building an emotional connection with our consumers that is respectful, helpful, authentic, meaningful, and personal … maybe even vulnerable. We don’t annoy, we don’t interrupt, we don’t manipulate. Come alongside consumers to help them at their point of need.

I went out to my friends on LinkedIn and asked them for human-centric marketing examples. I was looking for case studies that: