Story perspectives

Does Direct Address Empower Consumers or Manipulate Them?

1/1/2026

Summary

Story summary

The article questions whether direct address in corporate communications makes consumers feel valued or manipulated.
It notes direct address appears in marketing, citing examples from Alpro oat milk and Octopus Energy.
The article acknowledges studies suggesting positive consumer responses, yet the author calls the approach disingenuous and likens it to Kodak's historical slogan.
It argues that direct address has become a norm that patronizes rather than empowers consumers.

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Story summary

The article questions whether direct address in corporate communications makes consumers feel valued or manipulated.
It notes direct address appears in marketing, citing examples from Alpro oat milk and Octopus Energy.
The article acknowledges studies suggesting positive consumer responses, yet the author calls the approach disingenuous and likens it to Kodak's historical slogan.
It argues that direct address has become a norm that patronizes rather than empowers consumers.