The New Era of Brand Building: From Attention to Affinity
For the last decade, marketing has been obsessed with attention. How do we stop the scroll? How do we hack the algorithm? How do we get that viral moment?
But in 2025, we are seeing the limits of this model. Attention alone does not convert into loyalty, trust, or advocacy. In fact, in a world of infinite content, attention is becoming cheaper by the day. What is scarce is affinity: the ability to make people care.
At afterglow, we believe the next decade of brand building belongs to those who stop chasing clicks and start cultivating cultural relevance and emotional connection.
Why Attention Is Not Enough
According to Deloitte, only 25% of consumers trust branded content they see online. The rest scroll past, indifferent.
Harvard Business Review found that brands with strong emotional connections can command a 23% higher share of wallet than competitors.
Gen Z and Millennials (who now make up over 60% of the workforce and buying power) increasingly prioritise authenticity over performance marketing polish.
The message is clear: the old KPI of “impressions” will not cut it. Affinity is the new north star.
From Campaigns to Communities
Affinity is not built with a single big campaign, it is built in the everyday moments where your brand shows up with clarity, consistency, and culture. The shift looks like this:
From reach → to resonance. Who feels seen by your message matters more than how many people saw it.
From virality → to values. What your brand stands for will outlast any meme.
From followers → to fans. Communities who advocate for you are more powerful than passive audiences.
A great example? Brands like Patagonia and On Running. They have grown not just through advertising, but by embedding their mission in culture, values, and communities that people want to be part of.
The Role of AI and Human Creativity
AI is transforming how content is created and distributed. But here is the paradox: the easier it is to generate content, the harder it is to stand out. In this landscape, human creativity — rooted in insight, culture, and storytelling becomes even more valuable.
A Gartner study predicts that by 2027, 80% of brand interactions will be influenced by AI, but the brands that win will be those who combine AI efficiency with human authenticity.
How to Build Brand Affinity in 2025
Start with clarity. A brand without a clear mission and values is forgettable.
Think culturally, not just commercially. Tap into conversations your audience already cares about.
Build for longevity. Measure not just clicks, but sentiment, repeat engagement, and advocacy.
Design community touchpoints. From micro influencers to grassroots activations, meet people where they are.
Balance AI with authenticity. Automate the process, not the soul.
Final Word
The brands that thrive in 2025 and beyond will be those who realise that attention is just the spark, but affinity is the fire.
