“People don’t want more ‘stuff’. They want experiences that make them feel and connect with something” – Will Anderson, Chief Growth Officer, StrategiQ
Emotional ROI is the most valuable metric you’re probably not measuring.
It’s the financial return you get from making people feel. The difference between a one-time customer and a lifelong fan.
But can you really measure a feeling? We think you can – and should. Because in our new AI reality, emotion might be the last true differentiator.
What is emotional ROI?
Emotional ROI: the return on investment generated from creating an emotional connection with your audience. It’s the link between how people feel and how they act, and ultimately, how your brand performs.
For example, our AI-illustrated campaign for David Shepherd Wildlife Foundation showed the plight of pangolins being trafficked ‘through their eyes’. Reminding viewers of the grim reality of this pervasive trade. This emotive campaign led to 7.5K views on Instagram at launch, raising awareness and encouraging support for the charity. Emotion drove engagement. Engagement drove impact.
The business case for emotion
“Making people laugh is one of the strongest superpowers you have as an advertiser” – Chris Charles, Executive Creative Director at 21GRAMS.
Appealing to emotion has been used as a marketing tool since the beginning of time. But in an age when AI is creeping into every aspect of our lives, human emotion, connection and originality has never been more vital.
At this year’s Cannes Lions (the International Festival of Creativity), emotional connection was a persistent theme throughout. Successful brands today feel real, appeal to their audience’s deepest desires and focus on the individual rather than the herd.
This year’s standout emotion? Joy.
“Laughter makes you feel better. And making people happy is better for selling products” – Bill Nye, Science educator and media personality.
Still not convinced?
- 69% of UK consumers think brands can provide joy in tough times (Mintel)
- 16% say “emotional attachment” would encourage them to keep shopping with a retailer (Mintel)
- 25% would keep shopping with a brand with values that align with their own (Mintel)
- Brands that prioritise creativity see 2.7% increase in profitability (Cannes Lions)
Despite this, the number of humorous ads worldwide has dropped to 33% (Kantar).
Can you really measure a feeling?
While emotions are intangible, their effects on consumer behaviour, brand loyalty and the bottom line are not. We challenge the notion that ‘brand’ is a fluffy, unquantifiable expense. Instead, we see brand x performance as the most powerful lever for growth.
Value is felt, not just counted. A shared laugh, a feeling of security or a sense of joy can turn into brand trust. Those that bravely invest in creativity and emotional resonance alongside performance see direct business returns.
Brand performance metrics that matter
Chasing short-term vanity metrics without long-term strategy quickly hits a ceiling…and risks the real prize: building a brand people remember and care about.
Measuring emotional ROI means looking beyond traditional metrics alone. We use a mix of data and human insight to get a fuller picture.
| Metric | How to Measure It | How It Connects to Emotional ROI |
| Market Share | Compare sales volume or revenue against competitors. | Sustained growth signals long-term emotional engagement. |
| Brand Awareness | Track mentions, searches, and reach across platforms. | Emotional campaigns drive organic discovery and recall. |
| Brand Sentiment Analysis | Monitor online tone and feedback. | Positive emotions correlate with advocacy and virality. |
| Customer Lifetime Value (CLV) | Assess total customer spend over time. | Higher CLV = deeper emotional connection. |
| Net Promoter Score (NPS) | Ask customers how likely they are to recommend. | Loyalty is emotion in action. |
| Emotional Attachment & Brand Values | Qualitative research on connection and alignment. | 25% of consumers stay loyal to brands aligned with their values (Mintel) |
| Social Media Listening & Engagement | Track likes, shares, and emotional reactions. | Emotion drives interaction — and algorithmic reach. |
| Authenticity & Trust | Evaluate reactions to behind-the-scenes or employee-led content. | 70% of young consumers trust brands that show real humans (Mintel) |
How to measure brand performance: methods
True measurement blends performance data with human brand connection. Here’s how leading brands do it:
- Surveys: Quantify sentiment and attachment
- Social listening: Track emotional resonance in real time
- Website analytics: Measure engagement depth, not just clicks
- Sales & CRM data: Correlate emotion-driven campaigns with conversion
- Healthdashboards: Monitor long-term brand vitality
- Qualitative research: Understand why people feel, not just what they do
“Measuring brand performance isn’t just about metrics, it’s about connecting disparate data sources across the customer’s journey, from initial engagement through the funnel to advocacy. Only by unifying these data points into a single source of truth can we understand the full relationship between emotion, behaviour, revenue and loyalty, revealing the true drivers of business growth.” – Steph Ellmer, Senior Data and Insights Strategist, StrategiQ
Turning insights into action
Now you have all of this data, what do you do with it? Once you know how your audience feels, you can design campaigns that hit deeper. Get this right and you’ll see equity and brand love for the long haul, not just fleeting wins.
How to improve emotional resonance:
- Storytelling: Replace features with feelings. Narratives stick
- Creativity: Genuinely different thinking, born from context and crafted with intent
- A/B Testing: Test emotional triggers like humour, nostalgia and joy
- Feedback Loops: Ask, listen and adapt in real time
- Social Listening: Spot emerging emotional themes and respond to cultural moments
- Follow the 4C’s: Company, Category, Consumer, Culture
FAQs about brand performance tracking
We asked our data, performance and brand experts…
How is brand performance measured?
Through a mix of quantitative (CLV, NPS, sentiment) and qualitative (emotional resonance, value alignment) metrics.
Is brand sentiment a KPI?
Absolutely. Sentiment reflects audience emotion and emotion drives performance.
How to track brand sentiment?
Use sentiment tools like Sprout Social to gauge tone, then dig deeper with surveys or interviews to uncover the ‘why’. Sentiment reveals emotion and emotion predicts loyalty.
Is brand awareness measurable?
Yes. Measure it through search demand, share of voice and organic mentions. Tools like Google Trends or SEMRush help, but don’t forget to factor in loyalty, emotion and trust…not just clicks and conversions.
Emotional ROI: The last human metric?
AI can predict behaviour. It can generate words, images, even mimic tone. Human emotion is what makes your brand irreplaceable in a world of replication. It’s your most valuable differentiator.
But focusing on brand without performance is like trying to row with one oar…you’ll go in circles. Brand x performance is the formula for short term results AND long term value.
We combine the art of brand storytelling with the science of marketing performance to create New Future Value™. Intelligent performance for emotive brands.
Let’s talk.
Sources and further reading
- Cannes Lions wrap up report 2025
- Customer Loyalty in Retailing – UK – 2025, Mintel
- British Lifestyles – UK – 2024, Mintel
- Social Media: Engaging with Brands – UK – June 2025, Mintel