Whether you’re B2B or B2C, you’re always marketing to a human. 

Human-centric marketing is not a new concept, but it has become increasingly important to many businesses, especially following big social crises like the pandemic and cost of living increases. 

Marketing Guru, Philip Kolter highlighted the brands that show their most human side are the ones that will achieve a great connection with their target audience, especially in a future full of technological advances and novelties. To do this, businesses need to establish REAL relationships with customers and transmit a transparent message that highlights their values. 

So what is Human-centric marketing?

Human-centric marketing is a philosophy that places the human experience at the core of every decision.

It goes beyond simply selling a product or service; it's about understanding, connecting, and empathising with your audience. Hence, the importance of understanding what your customers think about your brand and gathering user feedback is the best way to find that out. 

Feedback should not be used as a checkbox exercise but as a tool to inform business decisions and your marketing approach. By adopting a human-centric marketing mindset, businesses can forge more meaningful connections with their audience, enhance brand loyalty, and ultimately drive long-term success. 

You can leverage behavioural theories like Maslow’s Hierarchy of Needs to understand the intrinsic motivations behind their responses because, while gathering feedback is a crucial step, its true power lies in how you utilise and integrate it into your business strategies. 

A theory that we use in our day-to-day is called: Monkey, Lion, Dog which helps to segment your audiences based on our contextual, rational and emotional needs and is based on 5 different behavioural science models. 

  • The ‘monkey’ is the contextual part of our brain where we care about status, recognition and purpose.
  • The ‘lion’ is the rational part of our brain where we like to think we are super-rational, and that all of our decisions are weighed up based on facts and data.
  • The ‘dog’ is the emotional part of our brain where we need to feel connected to our friends, family, colleagues and brands that we buy from. 

The example I like to use is when you’re buying a car. A monkey buys a Range Rover because stereotypically a Range Rover is associated with someone who has money and who is of a higher class. A lion buys a Range Rover because of the fuel consumption or the engine size etc. A dog buys a Range Rover because they have always bought from Range Rover and they think of the journeys that they are going to go on with their family in the new car. 

Everyone has a mixture of Monkey, Lion and Dog in them, sometimes one or two are far more prominent than the other but it will change it every single decision you make. Hence why it is so important to make sure your content appeals to all three. 

"Understanding your audience is the single most important part of your customer journey. 

If you aren't putting the humans you are targeting at the centre of all decision making then you are dicing with luck as to the strength of your strategy. When you understand the behaviour of your audience and the customer journey that different personas go on, you can make robust decisions on data and facts. 
You can then layer in creativity and motivation to bring your campaigns to life in the eyes of your audience. You can also start to understand what your marketing needs to do for the audience and therefore align your KPIs and stakeholders on metrics that are audience first. When we act in an audience-first way, the business results always follow." 
- Becky Simms


The powerful impact of human feedback

User feedback serves as the heartbeat of human-centric marketing. It provides invaluable insights into the mind's exercise. Feedback should serve as a dynamic tool that informs critical decisions and shapes your marketing approach.

By actively seeking and embracing user feedback, businesses demonstrate a commitment to understanding their customers more deeply. 

This commitment, in turn, fosters a sense of trust and reciprocity between the brand and its audience. When customers see that their opinions are not only heard but also acted upon, it cultivates a sense of loyalty and engagement that is invaluable in today's competitive market. 

Marketers can attract up to 63% more clicks and up to 1,400 more conversions when matching brand and marketing messages to the consumer’s needs and motivations.

The real strength behind user feedback lies in its ability to uncover blind spots, identify areas for improvement, and highlight what truly resonates with your audience. You can do this by understanding the cognitive biases and emotional triggers that influence consumer decisions. It's a mirror reflecting the authentic perceptions of those your business serves. This information is not just about tweaking product features; it extends to understanding the emotional journey of your customers—the highs, the lows, and everything in between.

Embracing user feedback isn't just a strategic choice; it's a mindset shift grounded in understanding human behaviour. 

Recognising the humanity in your audience and applying insights from psychological theories can help create authentic connections. In the realm of human-centric marketing, feedback isn't just a tool; it plays a pivotal role in steering your brand toward sustained success, enhanced loyalty, and meaningful customer relationships. In marketing, let's remember we're dealing with people, not just transactions. 


Next steps: putting human-centric marketing into action

Audit Your Current Approach: Begin by conducting a thorough audit of your current marketing strategies. Evaluate how well they align with the principles of human-centric marketing. Identify areas where transparency, empathy, and genuine connection can be strengthened.

Initiate a Feedback Loop: Establish a robust feedback mechanism that encourages your audience to share their thoughts and experiences. Implement surveys, social media polls, or direct communication channels to actively seek and embrace user feedback. Remember, feedback is not just data; it's a valuable narrative that can guide your decisions.

Apply Behavioural Theories: Leverage behavioural theories such as Maslow’s Hierarchy of Needs and the "Monkey, Lion, Dog" model to understand the diverse motivations behind your audience's decisions. Tailor your content and messaging to resonate with the contextual, rational, and emotional aspects of your customers.

Humanise Your Brand: Showcase the human side of your brand by emphasising values, transparency, and authentic communication. Share stories that resonate with your audience on a personal level. This can include behind-the-scenes glimpses, customer testimonials, or narratives that reflect your brand's journey.

Optimise Marketing Messages: Refine your marketing messages to align with consumer needs and motivations. Consider segmenting your audience based on the "Monkey, Lion, Dog" model and tailor your messages to appeal to each aspect. Crafting content that speaks to contextual, rational and emotional needs can significantly enhance engagement.

Build Trust Through Action: Act on the feedback received from your audience. Demonstrating a commitment to improvement based on customer input not only builds trust but also fosters a sense of reciprocity. This proactive approach will strengthen brand loyalty and create a positive feedback loop.

Stay Agile and Adaptive: The marketing landscape is dynamic, and consumer behaviour evolves. Stay agile in your approach, adapting strategies based on changing trends and feedback. Embrace a continuous improvement mindset to ensure your marketing efforts remain aligned with the ever-changing needs of your audience.

Measure and Iterate: Implement key performance indicators (KPIs) to measure the success of your human-centric marketing initiatives. Regularly evaluate the impact of changes on customer engagement, loyalty, and conversion rates. Use these insights to iterate and refine your approach continually.

Remember, human-centric marketing is not a one-time effort but a continuous journey of understanding, adapting, and connecting with your audience on a deeper level. By taking these next steps, you'll be well on your way to building meaningful and enduring relationships with your customers.

Ready to Transform Your Marketing Approach? Start implementing these steps today and build authentic connections with your audience. 

Contact Us



Sophie aims to bring value to every client she works with. To help develop marketing strategies that amplify the client's brand. To build relationships with the clients so that they feel that they can trust the agency to deliver excellent work so that they can succeed in their industry.

More about Sophie

Have a project you would like to discuss?