TWICM 210: The Human Cost: How Fear-Based Wellness Advertising Makes People Feel
That's What I Call MarketingShow Notes
Sarah Booth, Chief Brand and Creative Officer at Ancient + Brave, and Leanne Tomasevic, Partnerships and Strategy Director at Electric Twin, examine fear-based wellness advertising, synthetic audience research and the human consequences of marketing built around insecurity. Using the Electric Twin platform live during the conversation, we test real wellness advertisements with synthetic audiences and explore how people respond to messages about ageing, attractiveness, sleep, cellulite and female confidence. The results raise an important question for marketers: are we measuring the commercial value of a sale while ignoring what the advertising costs the person on the other side? In this episode, we cover: – How wellness brands use fear of ageing, shame and insecurity to attract attention – What women and men really think about fear-based wellness advertising – How synthetic audiences allow marketers to test advertising reactions in seconds – Why scientific language can make weak or misleading claims feel more credible – How performance algorithms can reward increasingly negative advertising – The tension between short-term conversion and long-term brand integrity – Why marketers should consider the cultural and emotional impact of their work
Advertising that sells through fear can leave vulnerable consumers feeling worse, even when it produces a conversion. Leanne demonstrates how Electric Twin creates digital replicas of real audiences, allowing marketers to run surveys, discussions and message testing with a reported average accuracy of 92%. As brands produce hundreds or even thousands of digital assets, marketers can become focused on feeding the algorithm rather than considering how each message affects the person seeing it. A critical listen for marketers interested in brand strategy, wellness marketing, synthetic research, AI in marketing, advertising ethics, consumer insight, marketing effectiveness, performance marketing and responsible brand building. Timestamps
00:43 Modern wellness advertising and real consumer reactions 03:17 How Electric Twin’s synthetic audience platform works 04:58 Sarah Booth on Ancient + Brave and female confidence 06:25 Leanne Vic explains synthetic audiences 08:17 Why wellness advertising increasingly sells through fear 09:45 Testing a “fear of getting old” advertisement 13:14 How fear-based advertising makes women feel 14:49 Testing the “science of beauty sleep” 18:19 Would consumers actually click on the advertisement? 19:31 The regulatory challenge of digital wellness advertising 21:17 How algorithms create an advertising arms race 22:36 What marketers need to understand about cultural influence 24:00 Why designers think differently about human impact 25:00 Which brands represent female bravery? 27:12 What would make women feel braver? 29:00 Testing cellulite advertising with men 32:00 Can better evidence rescue a damaging advertisement? 34:22 What men think about the way women are marketed to 35:00 Testing a long-form menopause supplement advertisement 36:10 “Dangling hope in front of someone in pain” 36:37 Can platforms make their algorithms more positive? 37:00 Competing without using fear or shame 39:17 The responsibility marketers have for their work
This episode is in partnership with Electric Twin. Electric Twin is a synthetic audience platform that helps brands, marketers, product teams and insight professionals understand audiences, test ideas and explore consumer reactions in seconds. Find out more at: https://www.electrictwin.com
That’s What I Call Marketing is the podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession. Follow the show for more conversations with CMOs, marketing leaders, agency leaders, professors, authors, thinkers and practitioners. Find more episodes at: https://www.thatswhaticallmarketing.com That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effe
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