The Marketing of Shame and Guilt

As the world goes digital, it has implication on two key human emotions: shame and guilt. The article highlights how a marketer use these key emotions to their advantage.

As the world goes more digital, communication will be more complicated - masked as well as harsh. Trolling has become a common phenomenon as people shamelessly put derogatory comments and views which are off-topic.

I foresee, shame which is a self-conscious emotion will wane as the rise of social media catapults us to be celebrity constantly seeking attention of people. Secondly the veil of technology prevents a face to face conversation which psychologically make us more provocative.

It is been observed that digital exposures are leading to what psychologist says is Narcissistic Personality Disorder (NPD). It is an abnormal behaviour which is characterized by exaggerated feelings of self-importance, excessive need for admiration, and a lack of empathy. Social media is adding fuel to the fire as society and individuals become more self-centred.

The change in behaviour may pose challenge for marketers who have successfully used two key emotions - shame and guilt to get a desired behaviour from customers.  

While both are internal feeling, guilt is more self-driven based on self-consciousness of having done something wrong while shame is more driven by society, peer and family. The key for you is to understand what is more relevant for your product or brand, guilt or shame.

One brand which I recall (I got in-depth insights on it while doing a MBA project with them) that used it very effectively for years is Krack foot cream which was from Paras Pharmaceuticals stable (now owned by ReckittBenckiser). The brand pushes and encashed on sense of shame (not guilt) with its punchline “Shakkal se maharani aur paron se naukrani” (translates to face like a queen but feet like a maid). Amitabh Bachchan starrer Swachh Bharat ad campaign on open defecation used guilt as emotions apart from humility.

Various categories especially those which are related to personal product such as toothpaste, deodorant, shampoo etc use both guilt and shame effectively. Services targeting individuals as diet plans and fitness promoting gym use it often. Off-beat categories are also using guilt and shame together. A recent case is for a cockroach spray brand Hit where family is being asked to introspect on the reason for illness (cockroach) at home rather than blaming family doctors.

As mentioned the context of guilt and shame will change with increasing self-centredness, consumerism, personalisation and digitalisation. Thus, you as a marketer need to quickly grasp below pointers to effectively market these emotions:

• Humour is good for brands looking for recall, but to drive action use guilt or shame (It’s another equivalent in digital world is that humour is good for CPM but if you want CTR use shame or guilt)
• Digital media with its reach and personalisation will make your task more complex. Deeply understand the use case for your brand or product and see what degree of shame or guilt in your communication will drive the behaviour rather than anger or humiliation.
• It will take time to master it as overuse of the emotion may turn against your brand while lower side of it may dilute your message.
• The communication and tone should not cross the limit which make message look like public shaming or bullying, especially if your brand pages in social forums of media such as Facebook, twitter etc.

For your feedback and suggestions, do write to me at sunilsinghrana@yahoo.com