Data as a tool, not the whole story
Personalisation isn’t optional; nowadays, it’s expected. People are more aware of how brands use their data, and they expect that information to be used in ways that feel helpful. McKinsey research, referenced here, showed that “71 percent of consumers expected companies to deliver personalized interactions, and 76 percent got frustrated when it didn’t happen”. Data can guide those interactions, but empathy ensures they feel genuine.
When your marketing is emotionally intelligent, it respects the nuances of identity, language and context. It listens before it speaks – that’s where the data comes in.
Brands need a strong central narrative but that story must flex for different contexts. One way to do this is by using modular messaging frameworks, informed by data, that give teams room to adapt without losing the brand message. By involving local voices early – whether it’s regional teams, cultural advisors or community stakeholders – brands can shape messages that resonate more deeply and avoid missteps that come from one-size-fits-all thinking.
Scaling empathy with intentional automation
Personalisation at scale requires automation but automation doesn’t have to mean detachment. The difference is intentionality. Keep it simple: Automate the process, never the voice.
As PwC’s Retail and Consumer specialists write, “While personalisation aims at fine-grained customer segmentation and targeted customer-centricity, hyper-personalisation is about creating categories of one per customer, with one-on-one brand relationships.” It’s not just about efficiency. It’s about making each person feel truly understood.
Shaping connection through consistency and authenticity
Human-centred marketing can’t succeed without trust, and trust is built through consistency and authenticity. When there’s a disconnect between what a brand says and how it behaves, audiences notice. Especially in a world where people are constantly evaluating whether a brand aligns with their values, anything that feels performative can quickly backfire.
Authenticity, then, is less about sounding real and more about being real and showing up with a clear point of view, living your values across every touchpoint and creating space for interaction that doesn’t feel fake. That starts with aligning brand messaging with internal culture and sustaining it across teams, platforms and experiences.
Context matters: Culture and community in personalisation
Delivering on empathy also means understanding the cultural and social context that shapes how people interpret and respond to messages. Cultural fluency helps brands move beyond generalisations to reflect the specific values, norms and lived experiences of different audiences. It’s not just about translating language; it’s about translating meaning. When marketing is informed by cultural awareness, it becomes more respectful, resonant and effective.
Community plays a similar role. People are more likely to engage with brands that show up where interesting conversations are already happening, whether in digital spaces, peer networks or live experiences. Human-centred marketing recognises that trust often lives within communities, not institutions. When brands listen to, collaborate with and uplift those voices, personalisation becomes a shared experience.
In uncertain times, people look for stability, meaning, connection and something they can count on. Human-centred marketing delivers on all three. It’s about building stronger relationships and that, ultimately, is what makes marketing matter.
Your audience expects more than data-led personalisation. They expect purpose. Let MCI help you deliver both. Contact us here.
Danielle Hobson - Vice President, Strategic Marketing, MCI USA
