If you lead a consumer packaged goods brand or work with one, you already know that breaking through the noise isn’t the challenge anymore – being believed is.
In 2025, consumers aren’t just cautious — they’re emotionally spent. Inflation is lingering and prices have climbed more than 23% since before the pandemic started. Even after interest rate cuts in 2024, price pressures will likely stay” sticky,” driven by trade dynamics and consumer fatigue.
Consumers are scrutinizing every purchase and asking harder questions. They’re weighing value and values. And they want more than a transaction — they want trust.
That’s why brand intimacy isn’t just important now; it’s everything.
What is brand intimacy, really?
Brand intimacy is a consumer’s deep emotional connection to a brand. It goes beyond loyalty; it’s about shared values, personal relevance and mutual trust. It’s the difference between being an option and being their brand of choice.
This connection matters more than ever. A recent Accenture study shows that trust in digital spaces is eroding fast. Over 60% of consumers now say trust is a top factor in whether they’ll engage with a brand. They’re not just scanning prices; they’re scanning for authenticity.
In a world where AI, misinformation and digital fatigue create more noise than clarity, intimacy offers something rare: human connection. And for CPG brands, that’s a competitive advantage no algorithm can replicate.
Know your audience as you do a friend
You can’t build intimacy if you don’t understand who you’re talking to. You need to go deeper than just knowing where they shop or how old they are. You need to understand what they care about.
- What drives them?
- What frustrates them?
- How does your brand make their day easier, better or more joyful?
When you genuinely know your audience, your messaging stops feeling like a pitch and starts feeling like a conversation. That’s when your brand stops being just a product — and becomes part of everyday life.
3 ways to build brand intimacy in 2025
Know your audience’s world and show up with empathy.
Great brands connect emotionally by making people feel seen, heard and valued. Your consumers are navigating economic stress, digital distrust and decision fatigue. You earn intimacy by showing up with relevance, not just reach.
Tell stories that connect because people don’t buy features; they buy feelings.
Brand intimacy is built on narrative. Whether your product helps a busy parent get through the morning or your team is innovating sustainable packaging, stories rooted in shared values and real-life moments forge emotional bonds.
Being transparent builds trust and signals respect.
In uncertain times, overcommunicate your credibility. Label AI-generated visuals. Share your sourcing practices. Let people behind the curtain. Give them reasons to say, “I believe in this brand.”
What you get with brand intimacy
Brand intimacy isn’t a short-term play; it’s a long-term asset. And when you get it right, you unlock:
- Loyalty that lasts: Consumers stay loyal to brands that “get” them, even when cheaper options are available.
- Pricing resilience: Emotionally invested consumers often pay more for brands they love and trust.
- Brand advocacy: Loyal consumers become your loudest champions, sharing stories and generating word-of-mouth buzz.
- Forgiveness during missteps: When mistakes happen (and they will), trusted brands get second chances.
- Clear differentiation: In crowded CPG aisles or feed, emotional connection stands out.
The bottom line
It’s time for CPG brands to build something real. Consumers aren’t just comparing product benefits anymore. They’re comparing how you make them feel.
The brands that will lead this year are the ones that foster trust, tell meaningful, emotionally grounded stories and treat brand-building like relationship-building. That’s the power of brand intimacy.
Be the brand they choose not just for the price or the packaging, but for the connection. When that happens, they won’t just buy from you; they’ll believe in you. And they’ll take you home.