In today’s rapidly evolving market landscape, businesses are shifting from traditional, product-focused strategies to more human-centric approaches. Understanding this transformation is crucial for developing effective marketing strategies that resonate with consumers. In this lesson, you’ll explore the concept of human-centric marketing and its significance in contemporary business practices.
Watch the following video then answer the interactive questions:
What is human-centric marketing, as explained by Rajesh Srinivasan? Provide a brief summary.
Reflect on a brand you admire. How does this brand demonstrate human-centric marketing principles in its strategies?
SAMPLE ANSWERS:
Question 1:
Strong Answer:
Human-centric marketing, according to Rajesh Srinivasan, is a shift away from product-focused or competition-focused strategies toward a model that starts with understanding people—their emotions, motivations, and real needs. Instead of asking “How can we sell this product?” companies ask “What problem is the customer trying to solve?” Srinivasan emphasizes that marketing should be about building trust and long-term relationships, not just grabbing attention. A key point he makes is that in the digital age, customers have more control, so marketers must earn attention by being genuinely useful and empathetic.
Weak Answer:
Human-centric marketing is about people. It means thinking about the customer. Rajesh said companies should focus on people and not just products. It’s about being good to customers.
Question 2:
Strong Answer:
One brand I admire is Patagonia. They show human-centric marketing by putting their customers’ values at the center of everything they do—especially around environmental sustainability. For example, their “Don’t Buy This Jacket” campaign encouraged people to reduce waste rather than shop impulsively. That might seem counterintuitive, but it built trust and showed that they care about the same things their customers do. Their repair program and focus on ethical sourcing also show they’re thinking about people and the planet—not just profits.
Weak Answer:
I like Nike because their ads are cool and they always try to be inspiring. They use famous people and try to make customers feel good. That’s what human-centric marketing is about—making people like the brand.
