Marketing has gone through a massive transformation.
Seven years ago, when I led marketing for a company, traditional methods like distributing flyers or meeting clients face-to-face were still highly effective in building brand awareness. While those classic strategies still have their place, marketers now realize that there are smarter, faster, and more data-driven ways to connect with consumers.
A mentor once told me:
"In sales and marketing, it's about understanding human beings—how they think, feel, and react. Once you tap into human psychology, selling becomes easier."
That insight stayed with me. Despite changing tools and tactics, the heart of marketing remains the same: understanding people—their needs, desires, struggles, and motivations.
In modern terms, this is called psychographics. Unlike demographics (which tell us who the customer is), psychographics explain why they buy. They explore values, beliefs, lifestyle choices, and emotional drivers.
As Solomon stated, psychographics provide "a richer understanding of consumer behavior by looking beyond surface-level traits to the values and motivations that drive decision-making."1
Pamela N. Danziger also put it simply:
"Demographics tell you who your customer is. Psychographics tell you why they buy."2
Today, with digital marketing and artificial intelligence (AI) rising, this principle is more vital than ever. Tools may evolve, but connecting with your consumers at a psychological level is still the foundation of effective marketing.
So, how can your brand stay relevant and competitive in this digital era?
The answer: Understand the algorithm of modern consumers. That means blending data with empathy, technology with psychology, and algorithms with authenticity.
How Social Media Wires Consumers' Brains
As of April 2025, about 5.31 billion people are active on social media, representing 64.7% of the world’s population.3 Social media is no longer just a communication tool. It significantly affects our brains. Neuroscience reveals that excessive usage alters how our brains process reward, attention, and emotions.
These behaviors are deeply tied to the psychographics of modern consumers—their motivations, habits, and emotional triggers. Let’s explore how these shifts affect marketing strategies.
1. Consumers want instant gratification.
Engaging with social media platforms stimulates the brain’s reward system by releasing dopamine, a neurotransmitter associated with pleasure and motivation. Each like, comment, or notification acts as a small reward, encouraging users to return repeatedly to the platform. This reward-seeking behavior mimics the neurological patterns seen in substance addiction, where the brain craves rewarding stimuli to maintain dopamine levels.4
2. Consumers are becoming more impulsive.
Excessive social media use has been linked to changes in brain regions responsible for impulse control and decision-making. A study published in JAMA Pediatrics found that adolescents who frequently check social media exhibit increased activity in areas of the brain associated with reward processing and decreased activity in regions related to self-regulation, such as the prefrontal cortex. These neural patterns suggest that habitual social media engagement may contribute to more impulsive behaviors.5
3. Consumers prefer simplicity.
The constant influx of information on social media has been shown to decrease attention spans and impair cognitive control. Research by Ophir, Nass, and Wagner found that individuals who frequently engage in heavy media multitasking struggle to filter out irrelevant stimuli, resulting in diminished cognitive control and working memory capacity.6 Additionally, Uncapher, Thieu, and Wagner demonstrated that such multitasking correlates with reduced gray matter density in brain regions critical for decision-making and attention.7
4. Consumers seek emotional rewards, not just material ones.
Consumers increasingly seek emotional rewards, but social media’s impact on emotional well-being can be complex. The curated and idealized nature of online content often leads users to engage in upward social comparisons, which can foster feelings of inadequacy and decreased life satisfaction.8 Moreover, the pursuit of online validation through likes and shares can heighten anxiety and stress.9
The Rise of AI: When the Algorithm Gets Personal
Artificial intelligence (AI) is transforming social media platforms by enabling more personalized content and automating tasks such as content moderation.10 These advancements offer exciting opportunities to engage users more effectively but also raise concerns about fake accounts, misinformation, and reduced human oversight.
Media expert Craig Forman warns, “AI could either bolster or undermine the press, depending on its application and the ethical frameworks guiding its use."11 Similarly, Monica Anderson from Pew Research highlights worries about job displacement and growing social divides due to AI.12
For marketers, AI presents a powerful chance to deliver highly personalized and relevant content that resonates with audiences. A great example of AI’s impact in marketing comes from Delta Air Lines, which used AI to attribute $30 million in sales to its Olympic sponsorship.13 This shows how AI can provide precise measurement of marketing efforts and guide more intelligent decision-making.
However, there’s a risk in relying too heavily on automation, which can feel impersonal or even alienate consumers. Striking a balance between AI-driven efficiency and genuine human creativity is essential to maintaining meaningful connections and building trust with customers.
Marketers must remain agile and informed about the capabilities and societal implications of AI. By combining technology with empathy, creativity, and transparency, brands can sustain engagement and trust. Ultimately, embracing AI responsibly enables marketers to innovate, foster lasting relationships, and thrive in the face of ongoing changes in social media and consumer behavior.
Prioritize Ethical Marketing
Trust is still the cornerstone of effective marketing.
As marketers personalize ads and automate messaging, trust becomes even more vital in consumer experiences. Ghosh emphasized that building trust requires consistency, transparency, and authenticity.14 One mistake, such as misuse of data or misleading messaging, can permanently damage a brand’s reputation.
According to Edelman’s 2024 Trust Barometer, 71% of consumers say that trusting a brand is more critical today than it was in the past, and 67% state they need to trust a brand before buying from it.15
As AI continues to automate and personalize customer experiences, marketing teams must ensure their approaches remain transparent, human-centered, and aligned with ethical standards. Other research by the Pew Research Center shows that 81% of Americans are concerned about how companies use their personal data.16
In the Philippines, the importance of ethical marketing is further highlighted by the Data Privacy Act of 2012 (Republic Act No. 10173), which mandates organizations to uphold transparency, legitimate purpose, and proportionality in processing personal data.17 This law applies to both the private and public sectors, including marketers, and ensures that individuals' rights over their personal information are protected.
In 2024, the NPC issued Advisory No. 2024-04, which guides organizations on the ethical use of artificial intelligence in systems handling personal data.18 This highlights growing concern over algorithmic decisions and their potential to manipulate consumer behavior without informed consent.
For Filipino marketers, compliance with the Data Privacy Act is just the beginning. Ethical marketing should go beyond minimum legal requirements. It involves clearly communicating how consumer data will be used, obtaining informed consent, and avoiding manipulative tactics. Research shows that consumers are more likely to engage with brands they perceive as transparent and respectful of their privacy.19
Balance Tech and Humanity
Yes, the world is changing. But the human element in marketing remains irreplaceable.
Consumers may like personalized experiences powered by AI, but they crave empathy, emotion, and authenticity.
By understanding psychographics, applying neuroscience insights, using AI responsibly, and staying committed to ethical practices, marketers can thrive in this complex digital landscape.
The key? Blend technology with a human heart.
ABOUT THE AUTHOR
Marlon is the Editor-in-Chief and Managing Director of Molmisa Point, leading its vision as a premier digital platform for leadership, business, and personal growth. A thriving leadership and management consultant, corporate trainer, and best-selling book author in the Philippines, he is also the founder of Mzone Training and Chairman of the Molmisa Group. Marlon holds a Master’s in Public Management from Ateneo de Manila University - School of Government and a postgraduate certificate from the Asian Institute of Management. He also co-founded the Business and Management Consultants Association of the Philippines.
Footnotes
1 Solomon, M. R., Consumer Behavior: Buying, Having, and Being (2015).
2 Danziger, P. N., Let Them Eat Cake: Marketing Luxury to the Masses—as well as the Classes (2004).
3 DataReportal, Digital 2024: Global Overview Report (2024).
4 Montag, C., Sindermann, C., Becker, B., & Panksepp, J., An Affective Neuroscience Framework for the Molecular Study of Internet Addiction (2019).
5 Telzer, E. H., Qu, Y., Goldenberg, D., Fuligni, A. J., & Galván, A., JAMA Pediatrics (2022).
6 Ophir, E., Nass, C., & Wagner, A. D., Proceedings of the National Academy of Sciences (2009).
7 Uncapher, M. R., Thieu, M. K., & Wagner, A. D., Psychonomic Bulletin & Review (2016).
8 Vogel, E. A., Rose, J. P., Roberts, L. R., & Eckles, K., Psychology of Popular Media Culture (2014).
9 Burke, M., & Kraut, R. E., Journal of Computer-Mediated Communication (2016).
10 OpenTools, AI and Social Media Automation (2024).
11 Forman, C., AI and the Media: Friend or Foe? (2024).
12 Anderson, M., Experts Warn About AI’s Impact on Employment and Inequality (2024).
13 Sweney, M., How Delta Used AI to Prove Its Olympic Sponsorship Drove $30M in Revenue (2024).
14 Ghosh, S., Customer Trust and Brand Loyalty: Strategies for Modern Marketers (2018).
15 Edelman, 2024 Edelman Trust Barometer (2024).
16 Auxier, B., et al., Pew Research Center: Privacy and Data (2023).
17 National Privacy Commission (NPC), Data Privacy Act of 2012 (Republic Act No. 10173) (2024a).
18 National Privacy Commission (NPC), NPC Advisory No. 2024-04 (2024b).
19 Martin, K., & Murphy, P. E., Journal of the Academy of Marketing Science (2017).
The Principles of Marketing Are the Same
Marketing has gone through a massive transformation.
Seven years ago, when I led marketing for a company, traditional methods like distributing flyers or meeting clients face-to-face were still highly effective in building brand awareness. While those classic strategies still have their place, marketers now realize that there are smarter, faster, and more data-driven ways to connect with consumers.
A mentor once told me:
That insight stayed with me. Despite changing tools and tactics, the heart of marketing remains the same: understanding people—their needs, desires, struggles, and motivations.
In modern terms, this is called psychographics. Unlike demographics (which tell us who the customer is), psychographics explain why they buy. They explore values, beliefs, lifestyle choices, and emotional drivers.
As Solomon stated, psychographics provide "a richer understanding of consumer behavior by looking beyond surface-level traits to the values and motivations that drive decision-making."1
Pamela N. Danziger also put it simply:
Today, with digital marketing and artificial intelligence (AI) rising, this principle is more vital than ever. Tools may evolve, but connecting with your consumers at a psychological level is still the foundation of effective marketing.
So, how can your brand stay relevant and competitive in this digital era?
The answer: Understand the algorithm of modern consumers. That means blending data with empathy, technology with psychology, and algorithms with authenticity.
How Social Media Wires Consumers' Brains
As of April 2025, about 5.31 billion people are active on social media, representing 64.7% of the world’s population.3 Social media is no longer just a communication tool. It significantly affects our brains. Neuroscience reveals that excessive usage alters how our brains process reward, attention, and emotions.
These behaviors are deeply tied to the psychographics of modern consumers—their motivations, habits, and emotional triggers. Let’s explore how these shifts affect marketing strategies.
1. Consumers want instant gratification.
Engaging with social media platforms stimulates the brain’s reward system by releasing dopamine, a neurotransmitter associated with pleasure and motivation. Each like, comment, or notification acts as a small reward, encouraging users to return repeatedly to the platform. This reward-seeking behavior mimics the neurological patterns seen in substance addiction, where the brain craves rewarding stimuli to maintain dopamine levels.4
2. Consumers are becoming more impulsive.
Excessive social media use has been linked to changes in brain regions responsible for impulse control and decision-making. A study published in JAMA Pediatrics found that adolescents who frequently check social media exhibit increased activity in areas of the brain associated with reward processing and decreased activity in regions related to self-regulation, such as the prefrontal cortex. These neural patterns suggest that habitual social media engagement may contribute to more impulsive behaviors.5
3. Consumers prefer simplicity.
The constant influx of information on social media has been shown to decrease attention spans and impair cognitive control. Research by Ophir, Nass, and Wagner found that individuals who frequently engage in heavy media multitasking struggle to filter out irrelevant stimuli, resulting in diminished cognitive control and working memory capacity.6 Additionally, Uncapher, Thieu, and Wagner demonstrated that such multitasking correlates with reduced gray matter density in brain regions critical for decision-making and attention.7
4. Consumers seek emotional rewards, not just material ones.
Consumers increasingly seek emotional rewards, but social media’s impact on emotional well-being can be complex. The curated and idealized nature of online content often leads users to engage in upward social comparisons, which can foster feelings of inadequacy and decreased life satisfaction.8 Moreover, the pursuit of online validation through likes and shares can heighten anxiety and stress.9
The Rise of AI: When the Algorithm Gets Personal
Artificial intelligence (AI) is transforming social media platforms by enabling more personalized content and automating tasks such as content moderation.10 These advancements offer exciting opportunities to engage users more effectively but also raise concerns about fake accounts, misinformation, and reduced human oversight.
Media expert Craig Forman warns, “AI could either bolster or undermine the press, depending on its application and the ethical frameworks guiding its use."11 Similarly, Monica Anderson from Pew Research highlights worries about job displacement and growing social divides due to AI.12
For marketers, AI presents a powerful chance to deliver highly personalized and relevant content that resonates with audiences. A great example of AI’s impact in marketing comes from Delta Air Lines, which used AI to attribute $30 million in sales to its Olympic sponsorship.13 This shows how AI can provide precise measurement of marketing efforts and guide more intelligent decision-making.
However, there’s a risk in relying too heavily on automation, which can feel impersonal or even alienate consumers. Striking a balance between AI-driven efficiency and genuine human creativity is essential to maintaining meaningful connections and building trust with customers.
Marketers must remain agile and informed about the capabilities and societal implications of AI. By combining technology with empathy, creativity, and transparency, brands can sustain engagement and trust. Ultimately, embracing AI responsibly enables marketers to innovate, foster lasting relationships, and thrive in the face of ongoing changes in social media and consumer behavior.
Prioritize Ethical Marketing
Trust is still the cornerstone of effective marketing.
As marketers personalize ads and automate messaging, trust becomes even more vital in consumer experiences. Ghosh emphasized that building trust requires consistency, transparency, and authenticity.14 One mistake, such as misuse of data or misleading messaging, can permanently damage a brand’s reputation.
According to Edelman’s 2024 Trust Barometer, 71% of consumers say that trusting a brand is more critical today than it was in the past, and 67% state they need to trust a brand before buying from it.15
As AI continues to automate and personalize customer experiences, marketing teams must ensure their approaches remain transparent, human-centered, and aligned with ethical standards. Other research by the Pew Research Center shows that 81% of Americans are concerned about how companies use their personal data.16
In the Philippines, the importance of ethical marketing is further highlighted by the Data Privacy Act of 2012 (Republic Act No. 10173), which mandates organizations to uphold transparency, legitimate purpose, and proportionality in processing personal data.17 This law applies to both the private and public sectors, including marketers, and ensures that individuals' rights over their personal information are protected.
In 2024, the NPC issued Advisory No. 2024-04, which guides organizations on the ethical use of artificial intelligence in systems handling personal data.18 This highlights growing concern over algorithmic decisions and their potential to manipulate consumer behavior without informed consent.
For Filipino marketers, compliance with the Data Privacy Act is just the beginning. Ethical marketing should go beyond minimum legal requirements. It involves clearly communicating how consumer data will be used, obtaining informed consent, and avoiding manipulative tactics. Research shows that consumers are more likely to engage with brands they perceive as transparent and respectful of their privacy.19
Balance Tech and Humanity
Yes, the world is changing. But the human element in marketing remains irreplaceable.
Consumers may like personalized experiences powered by AI, but they crave empathy, emotion, and authenticity.
By understanding psychographics, applying neuroscience insights, using AI responsibly, and staying committed to ethical practices, marketers can thrive in this complex digital landscape.
The key? Blend technology with a human heart.
Marlon is the Editor-in-Chief and Managing Director of Molmisa Point, leading its vision as a premier digital platform for leadership, business, and personal growth. A thriving leadership and management consultant, corporate trainer, and best-selling book author in the Philippines, he is also the founder of Mzone Training and Chairman of the Molmisa Group. Marlon holds a Master’s in Public Management from Ateneo de Manila University - School of Government and a postgraduate certificate from the Asian Institute of Management. He also co-founded the Business and Management Consultants Association of the Philippines.
Footnotes
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