In today’s hyper-connected marketplace, brands face a critical challenge: creating meaningful connections in a world of shrinking attention spans and growing consumer cynicism. At Human8, we believe the answer lies not in shouting louder, but in understanding deeper. 

Our recent global What Matters 2025 study tapped into this through the trend  “Depth over distance” – a growing consumer preference for genuine, meaningful interactions over shallow engagement. Understanding how to build genuine consumer connection will be key for brands in 2025. 

Why depth matters now

Our research shows  68% of people today find it harder than ever to build deep, meaningful relationships. Consumers increasingly seek authentic engagement with brands that see and understand them as individual people, not just as data points.  

In a digital ecosystem that is focused on growth and reach, brands that prioritise relevance and resonance stand out. This is where the power of insights can be truly transformative: not just knowing what consumers do, but understanding why they do it. 

Brands leading the charge

There already some brands out there tapping into the trend. Take Patagonia’s ‘Buy Less, Demand More’ campaign to promote their Worn Wear programme, helping consumers to repair rather than replace their items. The brand understood that their consumers felt passionately about environmental responsibility and wanted to build deeper relationships based on shared values – not on transaction frequency. Although this might seem very anti-consumerism, Patagonia actually saw their revenue grow to approximately $1.5 billion! Taking the time to truly understand and connect with your consumers will result in a positive impact on sales and awareness.

(In)famous dating app Tinder also tapped into depth over distance to support their users with building meaningful connections. Over the past 10 years, Tinder has gone from being the lead dating app in the space, to having a reputation as the go-to place for a quick hook-up. In 2024, their ‘It Starts with a Swipe’ campaign helped turn that perception around through ads showing all the possible scenarios that matching with someone on the app could lead to – from a fun hang out to a long-term relationship. Repositioning the app was a decision taken as the company reported that 40% of global users were actively looking for a relationship, with only 14% looking for short-term connections. Understanding the goals of their consumers and creating marketing campaigns that match those goals helped secure brand longevity in a space that is becoming more and more crowded.  

These success stories reveal a common thread – brands that create deeper connections invest in understanding the emotional and psychological dimensions of consumer behaviour. They go beyond demographics to uncover the human truths that drive decisions. 

These brands recognise that less really can be more: meaningful interactions with fewer people often create more value than shallow interactions with many. In both of these examples, the insight unlocked a level of authenticity that cut through the market noise.

How can your brand create deeper connections

1. Prioritise emotional understanding – ask not just what your consumers do, but why they do it
2. Challenge category conventions – the most powerful consumer insights often contradict industry assumptions
3. Look for tensions – the gap between what consumers say and what they do often reveals profound insights
4. Connect to identity – understand how your brand fits into your consumers’ sense of self
5. Humanise your research – compliment quantitative data with deep qualitative understanding

In an age of algorithm-driven content and fleeting attention, brands need to build close consumer interactions. “Depth over distance” isn’t just another consumer trend – it’s a must do for brands seeking sustained relevance.

As you consider your brand’s communication strategy, ask yourself: are you seeking distance or depth? Are you collecting data or are you uncovering insights? In a world of endless content, the power of a genuine connection cannot be overstated – and that connection begins with understanding.

Want to discuss how your brand can build deeper connections? Reach out via the form below.