Emotional Branding in CPG

Standing out in today’s retail and consumer world has never been tougher. Shoppers aren’t just buying a product anymore; they’re buying into a story, a feeling, and a set of values that reflect who they are and what matters to them.

That’s why emotional branding has become one of the most powerful forces shaping the consumer packaged goods (CPG) sector. Connecting with customers on an emotional level isn’t a marketing extra; it’s a strategic essential. The brands that are truly cutting through are those that go beyond function and price to create genuine emotional value – building trust, loyalty, and long-term relevance.

At Zachary Daniels, we see every day that emotional branding isn’t just about campaigns, creativity, or clever slogans. It starts and ends with people. The success of any emotional connection depends on the teams behind it: the marketers, brand builders, and innovators who know how to make customers feel something real.

What emotional branding really means in CPG

Emotional branding is about creating relationships that last – the kind that make people choose your brand again and again because it feels like an extension of who they are. In the world of CPG, where products are often everyday essentials, that emotional link turns a routine purchase into a lifestyle choice.

Think of a beauty brand that celebrates individuality and inclusivity, giving customers products that help them express who they are. Or a food brand that tells stories about sustainability, provenance, and community, assisting people to feel part of something bigger. Or a retailer that builds loyalty through experiences rather than discounts, creating moments that feel meaningful instead of transactional.

These examples show the power of emotion, but they don’t happen by accident. They’re created by teams who combine creativity with empathy, data with instinct, and strategy with humanity.

Why emotional branding matters more than ever

The shift toward emotional branding has been driven by consumers themselves. Expectations have changed. Today’s shoppers want more than convenience or price; they want authenticity, trust, and connection.

They’re asking: “Does this brand understand me? Does it share my values?”

Generational change has accelerated this. Millennials and Gen Z are now dominant consumer groups, and they expect brands to feel human. They want to support companies that reflect their own ethics, whether that’s around diversity, sustainability, or community impact. 

Loyalty has evolved, too. It’s no longer about collecting points; it’s about shared purpose. Consumers are choosing experiences over transactions and connection over convenience. For CPG and retail brands, this means the bar is higher than ever. Building emotional value isn’t optional; it’s essential.

To meet that challenge, businesses need people who can bring together data, creativity, and empathy. People who can turn numbers into narratives and insight into impact.

The talent behind emotional branding

Over the past 13 years, we’ve partnered with retail and consumer brands navigating this very shift. Every change in consumer behaviour creates a ripple effect in hiring needs, and emotional branding is no exception.

The brands leading the way are the ones investing in multi-skilled teams – professionals who can combine commercial focus with genuine emotional intelligence. These are some of the areas where we’re seeing demand grow fastest:

Brand storytelling and marketing

Marketers who can craft authentic stories rooted in culture, values, and purpose. The ones who make brands feel human, and turn marketing from a message into a relationship.

CRM and loyalty

Experts who build experiences that make customers feel valued. It’s not about discounts anymore, but about designing programmes that recognise, reward, and connect on a personal level.

Digital and ecommerce

Leaders who can use data to personalise at scale, creating online experiences that still feel one-to-one. The best combine technology and empathy in equal measure.

Customer experience and insight

Specialists who translate data into understanding, uncovering what customers really think and feel, and using those insights to shape strategy and experience.

Innovation and product development

Teams who create products that blend function with emotion. From wellness-led design to sensory experiences, they build ranges that do more than perform, they resonate.

In every case, emotional branding depends on people who can connect creativity and commerciality. It’s a balance of heart and head.

Why hiring for emotional branding roles matters now

The demand for this kind of talent is rising quickly. As more brands realise the importance of emotional connection, the competition for skilled marketers, digital experts, and CX leaders is getting intense.

The brands that act now and work to build teams around emotional insight and storytelling will be the ones shaping the market, not chasing it.

The winners will be those who:

• Invest early in marketing and CX functions that champion emotional engagement.
• Blend creative thinking with data-driven decision-making.
• Hire people who understand that lasting customer relationships are built on trust, empathy, and relevance.

With our deep understanding of both retail and consumer markets, we know exactly how to find and attract the people who can tell your brand’s story.

How Zachary Daniels helps consumer brands build connection

Our role as a recruitment partner is to connect brands with the people who bring strategies like emotional branding to life. We’ve built long-term partnerships with retail and consumer brands across marketing, digital, brand, and customer experience.

We know that great hires are about more than capability. They’re about chemistry – about finding people who align with your culture, values, and long-term goals. That’s why our approach goes deeper. We look for candidates who don’t just fit your strategy today but can grow with you as that strategy evolves.

Because emotional branding isn’t static. It evolves with your audience. You need people who can evolve with it: thinkers, doers, and storytellers who can adapt to change while staying true to what your brand stands for.

Our specialist teams work closely with both employers and candidates, using a mix of proactive search, network connections, and industry expertise to find the perfect match. Whether you’re hiring a Head of Brand, a CRM Manager, or a Digital Experience Lead, we know where to look and how to engage the right people.

The human side of emotional branding

At its heart, emotional branding is about connection. Connection between customers and companies, between teams and their purpose.

It’s easy to think of it as a marketing strategy, but really, it’s a people strategy. Behind every great emotional connection is a team that understands how to create meaning through their work – marketers, product developers, and CX leaders who combine creativity, empathy, and commercial focus.

We’re proud to work with the businesses and individuals shaping the next generation of consumer engagement. The products may be packaged goods, but the connections are deeply human.

If you’d like to explore how we can help your brand secure the talent behind emotional branding, we’d love to share what we’re seeing in the market and introduce you to the people who can make it happen.

Speak to our marketing specialists

If you’d like to talk about the marketing and brand talent shaping emotional branding, our specialists are here to help.

Leanne Spencer – Business Director, Marketing
Rob Moore – Business Manager, Marketing

Both have years of experience supporting leading retail and consumer brands to find the right people across marketing, digital, brand, and customer experience.