Social media has created a market of jealousy and shame

Instead of making people happier, social media makes them feel inadequate. That affects brands too.

Brands are struggling while marketing to an envious consumer especially because of social media. Take the example of facebook.

Facebook’s mission, four years after its launch in 2008, was to help you connect and share with the people in your life. In 2018 its mission evolved to “Give people the power to build community and bring the world closer together.” Inspiration-wise, the message could not have been more magical.

However, most people feel worse about themselves after spending time on social media than before, according to many studies, including one from Deloitte reported in Harvard Business Review as recently as last year.

Since social media enhanced and amplified envy as the new cultural context, and context gives brands meaning and allows them to understand experiences, envy is affecting how brands are connecting with consumers. How can brands can counter this?

Source : http://www.adweek.com/brand-marketing/why-brands-struggle-when-marketing-to-an-envious-consumer/