In an age of material abundance and digital connectivity, many consumers are facing an unexpected crisis: a profound lack of meaning. As basic needs are met, people increasingly seek products and experiences that fulfill deeper existential yearnings. Forward-thinking brands have recognized this shift, evolving their marketing strategies to address not just what consumers want, but who they aspire to be.
This intersection of commerce and existentialism may seem paradoxical at first glance. After all, existentialist philosophers like Sartre, Camus, and Kierkegaard were hardly champions of consumer culture. Yet the core existentialist themes—authenticity, freedom of choice, personal responsibility, and the search for meaning in an indifferent universe—have become the foundation of modern marketing's most successful campaigns.
Today's consumer doesn't just buy products; they invest in narratives that help define their existence. Research from the Harvard Business Review shows that 64% of consumers cite shared values as the primary reason they have a relationship with a brand. This represents a fundamental shift from transactional to meaning-based consumption.
Several key existentialist concepts directly parallel contemporary marketing approaches:
Existentialists emphasize the importance of living authentically—making conscious choices aligned with one's true self rather than conforming to external expectations. In Sartre's words, "Existence precedes essence," meaning we define ourselves through our choices and actions rather than through predetermined categories.
Brands like Patagonia embody this principle by aligning their business practices with their environmental values, even when it might reduce short-term profits. Their "Don't Buy This Jacket" campaign explicitly asked consumers to consider the environmental impact of their purchases—a seemingly counterintuitive approach that actually strengthened consumer trust and loyalty.
Similarly, when clothing retailer Everlane introduced "radical transparency" about their pricing structure and manufacturing processes, they weren't just adopting a marketing gimmick; they were acknowledging the consumer's existential desire for authentic relationships even in commercial exchanges.
Existentialists maintain that humans are "condemned to be free"—we must constantly make choices without established universal guidelines, bearing full responsibility for the consequences. This freedom can be both liberating and anxiety-inducing.
Modern marketing often addresses this existential paradox by simultaneously celebrating freedom while providing frameworks that make choice less overwhelming. Apple's long-running "Think Different" campaign exemplifies this approach, positioning their products as tools for personal expression and creative freedom while offering a curated ecosystem that simplifies technological decision-making.
Subscription services like Spotify and Netflix follow similar logic—offering the freedom to consume nearly unlimited content while using algorithms to ease the burden of endless choice. These brands succeed by recognizing that consumers want both autonomy and guidance.
Camus wrote extensively about confronting "the absurd"—the contradiction between humanity's search for meaning and the universe's apparent indifference. He suggested that we must create our own meaning despite this fundamental disconnect.
Brands increasingly position themselves as partners in this meaning-making process. TOMS Shoes pioneered the one-for-one model, where each purchase triggers a donation, transforming a simple shoe purchase into an act of global compassion. Similarly, LEGO doesn't just sell plastic bricks; they sell the experience of creation and the meaning that comes from building something with your own hands.
This approach is particularly evident in experience-based marketing. When REI launched their #OptOutside campaign, closing stores on Black Friday and encouraging customers to spend time in nature instead of shopping, they weren't just differentiating their brand—they were inviting consumers to create meaningful experiences outside the commercial sphere paradoxically strengthening their commercial position.
How can brands apply existentialist principles to create more meaningful connections with consumers? Several approaches have proven particularly effective:
Psychologist Dan McAdams has suggested that people construct their identities through the stories they tell about themselves. Brands that provide narrative resources for identity construction tend to develop stronger consumer relationships.
Nike doesn't sell shoes; it sells the narrative of athletic achievement and personal transcendence. Their "Just Do It" campaign isn't about footwear—it's about overcoming limitations and becoming the protagonist in your own hero's journey. By associating their products with this narrative, Nike enables consumers to incorporate the brand into their personal identity stories.
Existentialist thought often centers on confronting mortality as a way to live more authentically. While explicitly addressing death might seem inappropriate for most marketing contexts, many successful campaigns subtly engage with themes of legacy, impact, and what endures beyond our individual lives.
Insurance companies like Prudential have moved beyond fear-based marketing to campaigns that ask consumers to consider the legacy they want to leave. Luxury brands like Patek Philippe directly invoke this theme with their famous tagline: "You never actually own a Patek Philippe. You merely look after it for the next generation."
While existentialism emphasizes individual choice, it also recognizes the importance of authentic connections with others. Brands that foster genuine communities address the existential need to combat isolation through shared meaning.
Harley-Davidson doesn't just sell motorcycles; it provides entry into a community with shared values, rituals, and identity markers. Peloton has similarly transformed home exercise equipment into a portal to community experience, addressing both physical fitness and the existential need for connection.
Abraham Maslow's hierarchy of needs, while not strictly existentialist, shares the existential concern with self-actualization—becoming everything one is capable of becoming. Brands increasingly position their products and services as tools for personal growth and self-realization.
Masterclass sells access to experts teaching their crafts, but their marketing emphasizes becoming more fully yourself through learning. Meditation apps like Headspace and Calm don't just offer relaxation; they promise greater self-awareness and presence—core existentialist values.
The marriage of existentialism and marketing raises important ethical questions. Is it possible to authentically address existential concerns through commercial channels? Or does the profit motive inevitably corrupt attempts to engage with these deeper human needs?
Critics argue that existential marketing is merely the latest evolution of capitalism's ability to commodify every aspect of human experience—even our search for meaning. By this view, brands that appeal to authenticity are engaging in a sophisticated form of manipulation.
Proponents counter that businesses, as major social institutions, have both the opportunity and responsibility to contribute meaningfully to human flourishing. In a world where commercial interactions constitute a significant portion of human experience, making these interactions more meaningful represents genuine progress.
The truth likely lies somewhere between these positions. Brands that cynically appropriate existential themes without embodying authentic values will eventually be exposed as inauthentic. Conversely, businesses that genuinely help customers address existential concerns while maintaining ethical practices may represent a positive evolution of commercial relationships.
For marketers looking to incorporate existentialist principles authentically, several guidelines emerge:
As society continues to grapple with fundamental questions about meaning, purpose, and authenticity in an increasingly complex world, the relationship between existentialism and marketing will likely deepen. Brands that thoughtfully engage with these themes—respecting their depth and complexity rather than trivializing them—have the opportunity to build more meaningful and enduring relationships with consumers.
The most successful will be those that recognize a fundamental truth: in the end, products and services are meaningful only to the extent that they help people live more authentic, connected, and purposeful lives. The existentialists would likely remain skeptical of consumerism in any form, but they might reluctantly acknowledge that in our commercial world, how we choose to spend our resources reflects and shapes who we choose to become.
In Sartre's famous formulation, we are what we do. Increasingly, both consumers and brands are recognizing that what we buy—and what we sell—contributes significantly to who we are.
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