When Brands Feel Human—The Emotional Power of Anthropomorphism

What do the Pillsbury Doughboy, Mr. Peanut, and the Geico Gecko have in common? They’re all examples of brand anthropomorphism—the practice of giving brands human or animal-like traits to foster emotional connection.

Why do brands do this? Because we connect more easily with faces than with logos. Human-like shapes in packaging, mascots, or even chatbots reduce the psychological distance between people and products. They help make a brand feel relatable, trustworthy, and even friendly.

But when is the right time for a brand to anthropomorphize?

·       New brands can use anthropomorphism to create instant awareness and connection. A face or character is more memorable than a product description.

·       Mature brands may reintroduce anthropomorphic elements to stay relevant or refresh their image—especially when growth has plateaued.

·       Reinforcement and Reminders: In crowded markets, familiar characters can act as reminders of a brand’s presence and identity.

But there’s a risk.

When consumers form emotional bonds with anthropomorphic brands, the stakes get higher. If the brand fails—say, with a bad product or a scandal—the disappointment is sharper. Research shows that consumers are more likely to feel betrayed by "humanized" brands, because those brands have crossed into relational territory.

Imagine your favorite brand’s friendly mascot being tied to a negative news story. It doesn’t just feel like a brand failure—it can feel like personal betrayal.

So, brand anthropomorphism is powerful, but not without its downsides. It’s about more than cuteness—it’s about responsibility.

Do you feel closer to brands with mascots or human traits? Have you ever felt let down by one? We’d love to hear your story.

Relevant references/citations:

Aggarwal, P., & McGill, A. L. (2012). When brands seem human, do humans act like brands? Automatic behavioral priming effects of brand anthropomorphism. Journal of consumer research, 39(2), 307-323.

Mourey, J. A., Olson, J. G., & Yoon, C. (2017). Products as pals: Engaging with anthropomorphic products mitigates the effects of social exclusion. Journal of Consumer Research, 44(2), 414-431.

Disclaimer: All thoughts and ideas presented in this content are original from the author(s) with appropriate attribution to research cited here. Generative AI was used to increase readability of the content.