In marketing, we’re often told that optimism is key.
Keep it light, stay positive, and focus on the benefits. But what happens when your audience isn’t in a sunny place? What if they’re emotionally, financially, or mentally struggling?
If you try to sell them sunshine when they’re caught in a storm, your cheerful messaging might feel less like inspiration and more like you’re ignoring their reality.
It’s like the contrast between two iconic songs:
In 1969, The Beatles released “Here Comes the Sun”, an uplifting anthem about brighter days ahead. One year later, Velvet Underground dropped “Who Loves the Sun?”, which hit like a sharp counter-punch:
Who loves the sun?
Who cares that it makes plants grow?
Who cares what it does, since you broke my heart?
Where The Beatles say, “It’s all going to be okay,” Velvet Underground responds, “Not if you’re still broken.”
The message is clear: You can’t sell sunshine to someone who’s emotionally drenched in the rain.
The Mistake Brands Make: Misreading the Room
Too many brands adopt the Beatles’ optimism when their customers are deep in Velvet Underground territory. When you lead with benefits that don’t address your audience’s real problems, you risk:
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Coming off tone-deaf
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Missing the real issue
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Turning curiosity into skepticism
Example: You sell a productivity tool. Your message: “Get more done in less time!”
But if your customer is battling burnout, productivity isn’t their problem - they’re looking for mental survival strategies, not productivity hacks. You’re selling them sunshine when what they need is a form of mental shelter such as “Avoid burnout with AI task organization.”
⚠ Example: Nike’s ‘Believe in Something’ Campaign
In 2018, Nike launched a campaign featuring Colin Kaepernick with the tagline, “Believe in something. Even if it means sacrificing everything.”
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Response: While the campaign generated massive buzz, it sparked mixed reactions. Supporters praised Nike for standing up for social justice, but detractors felt Nike was pushing a divisive message. The outcome was mixed - while it resonated deeply with Nike’s core audience, it alienated others.
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Impact: On the financial side, Nike saw a 31% increase in sales following the campaign, yet the polarization risked deepening existing divisions among consumers. While it hit home for some, others felt Nike didn’t fully understand their specific concerns.
What Customers Actually Want: Recognition, Then Relief
To build trust, customers don’t want you to gloss over their pain. They want to know that you recognize it. They want to feel seen and understood, before you try to offer a solution.
What are they dealing with? What keeps them up at night? Are you focusing on their fears, frustrations, and pain points? When your message aligns with their reality, you earn the chance to offer hope.
✅ Successful Example: Dove’s ‘Real Beauty’ Campaign
Dove’s “Real Beauty” campaign from 2004 turned conventional beauty standards on their head by featuring real women - of all shapes, sizes, and backgrounds - rather than models. It resonated deeply with consumers who felt alienated by the unattainable standards often presented in mainstream media.
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Impact: Dove’s sales skyrocketed by more than 600% in the years following the campaign, helping Dove stand out in the beauty market. ✅
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How it Worked: Dove didn’t just tell women to “feel good about themselves” - they acknowledged the struggle with traditional beauty standards. By validating their target audience’s insecurities, Dove showed empathy and authenticity, leading to increased customer loyalty. ✅
⚠ Mixed Example: Pepsi’s Kendall Jenner Ad
Pepsi’s 2017 ad featuring Kendall Jenner at a protest handing a police officer a Pepsi can was a commercial disaster. It was an attempt to position Pepsi as a brand that understood the struggles of the moment - but it felt out of touch and tone-deaf.
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Response: The backlash was swift, with critics accusing Pepsi of trivializing social justice movements and co-opting real issues for commercial gain.
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Outcome: Pepsi quickly pulled the ad and apologized. While some may argue that the brand tried to address a larger cultural conversation, the execution missed the mark - suggesting that Pepsi had misread the audience’s emotional state.
What to Do: Start With Empathy-Driven Marketing
So, how can brands avoid these mistakes and get it right? Start by really listening.
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Ask Your Customers: Use customer surveys, social media engagement, and feedback to understand what your audience is dealing with. Don’t just ask them what they need - ask them what they’re afraid to say out loud. When you understand their fears, your messaging can better reflect their emotional needs.
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Acknowledge the Pain: When people are facing challenges, they don’t need someone to gloss over their feelings. They need to hear: “I see you, and I understand.” Whether it’s a financial struggle, a relationship issue, or burnout, acknowledging your audience’s emotional state creates a sense of trust.
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Offer Real Solutions: Once you’ve recognized their pain, offer your product or service as a genuine solution - not a quick fix. Help them see how your offering can alleviate their problem, not distract them from it.
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Engage With Your Audience: Foster community and connection. Platforms like social media provide an opportunity to make your brand more personal. Use these channels to engage with your audience and show that you’re listening.
In Closing: Empathy is the New Currency
In a world that often feels like it’s drowning in hype, the brands that thrive are those that truly understand their customers’ pain. They don’t sell sunshine when it’s storming; they offer umbrellas. And when they do that, they earn the trust to later offer the hope.
The Power of Empathy in Marketing lies in building relationships - where your audience knows you’re not just selling them something, you’re solving their problems.
So, before you try to offer a quick fix, ask yourself: Does my message truly reflect where my customers are emotionally right now?