From Shelf to Self: How Brands Create Love Affairs with Everyday Products
Have you ever wondered why some products feel like an irreplaceable part of your life, while others just disappear into other items on the shelf? Today’s CPG brands are mastering the art of emotional connection. Today, we’re exposing the secret sauce behind how you can turn everyday objections into objects of affection and loyalty.
September 2, 2025
Insight
The Current Landscape: What’s Happening In Store and Online
Consumer behavior is more complex than ever. According to Bain & Company, competition for shoppers has surpassed input costs as the top industry concern. That’s because consumers are more selective today than ever before as they gravitate towards brands that align with their values, offer convenience, and create memorable experiences.
Online and offline channels are merging. Direct-to-consumer offerings are paving the way for brands to engage audiences on a personal level, while in-store innovations (like interactive displays or limited-edition runs) are giving shoppers reasons to pause, explore, and emotionally invest. Learn about the four latest trends.
The Latest Trends in Driving Emotional Attachment
1. Personalization at Scale
Brands are leveraging AI and data analytics to deliver highly tailored customer experiences, from personalized product recommendations to customized packaging. This approach not only enhances customer engagement but also fosters loyalty. For instance, Tesco (the UK’s biggest supermarket) plans to significantly increase its use of AI to personalize shopping experiences through its Clubcard loyalty scheme, suggesting healthier choices and reducing waste by analyzing shopping habits.
2. Consumer-Centric Storytelling
The strongest brand stories put people, not products, at the center. Rather than rattling off features, brands are showing how their products fit into real human moments. Take Google’s Super Bowl 2025 ad, “Dream Job.” Instead of highlighting Pixel 9’s camera specs or Gemini Live AI’s capabilities, the ad follows a father preparing for a job interview. The narrative focuses on how parenting sharpened his empathy, negotiation skills, and adaptability—traits that make him a better candidate. By framing technology as a tool that amplifies human strengths, Google transforms a phone launch into an emotional story about growth, purpose, and connection.
3. Hybrid Shopping Experiences
The line between online and offline shopping is blurring. Click-and-collect programs, augmented reality try-ons, and shoppable livestreams make it easier than ever to move seamlessly between browsing and buying. Brands like Nike are integrating membership apps with in-store experiences, turning every interaction into a moment of discovery and giving consumers reasons to come back.
4. Sustainability as a Love Language
Eco-conscious consumers are rewarding brands that walk the walk on sustainability. Whether it’s refillable packaging, carbon-neutral shipping, or regenerative farming practices, environmental responsibility is becoming table stakes. Kiehl’s, for example, has rolled out refill pouches for its best-selling skincare products, cutting plastic use by up to 80% and saving more than 120 tons of plastic in just one year—proving that sustainability can be convenient, measurable, and good for business.
The Takeaway: How to Turn Casual Shoppers into Lifelong Fans
Emotional connection isn’t built with gimmicks. It’s earned by creating authentic value, aligning with consumer beliefs, and showing up consistently wherever your audience shops. Whether it’s personalization, storytelling, seamless experiences, or sustainability, these levers turn a simple purchase into something that feels personal and meaningful.
When a product feels like “mine” instead of “just another option,” you’ve done more than make a sale, you’ve started a love affair.
