Seven Deadly Sins Part Four: Envy
Few emotions are as persuasive as Envy in marketing and branding. Envy is a deeply human feeling that arises when we want what someone else has. When people see others enjoying a product or service, they may suddenly worry that they’re missing out, and feel the urge to have the same experience. When wielded strategically, Envy can ignite desire, encourage engagement, and drive action.
Envy: Turning Green into Gold
Humans are naturally competitive creatures, driven by an innate desire to compare and measure themselves against others. This instinct goes beyond survival—it extends into how we define success, status, and self-worth. Often, people don’t just want to succeed; they want to be seen succeeding, especially in ways that outshine their peers.
Whether it’s having a newer car, a better job title, or a more luxurious lifestyle, owning something superior becomes a tangible symbol of personal achievement. In marketing, tapping into this competitive nature can be a powerful strategy. When a product or service is positioned as a status symbol or as something exclusive that sets one apart, it appeals directly to this deep-rooted desire to be better, to have more, and to win—even in the eyes of others.
Harnessing Aspiration
While Envy may at first appear to be petty jealousy, at its heart is aspiration to have better, or be better. Often the main motivation to buy is a problem that needs a solution, but when Envy is the driving factor, people aren’t just seeking a product—they want the life that comes with it. High-end brands like Rolex, Tesla, or even lifestyle influencers sell more than goods; they sell status, exclusivity, and a sense of “having made it.” When your brand evokes, “I want what they have,” you’re not just marketing a product—you’re marketing a dream.
Use images, testimonials, and storytelling that subtly showcase how your product or service elevates the customer. Position it as something others admire, something that sparks a “wow” reaction. Let your brand be the thing people want to be seen with.
Social Proof
People are more likely to do something if they see others doing it. This can be a powerful tool in marketing, as it can influence purchasing decisions and build trust in a brand or product.
We trust what others want—and envy what others have. In this way, your existing customers can become unwitting brand ambassadors to potential customers.
Customer success stories, celebrity endorsements, five-star reviews, and case studies serve a dual purpose: they build trust and quietly suggest that your audience might be missing out. FOMO (Fear of Missing Out) is a modern expression of envy. Limited-time offers, “only X left in stock,” or showcasing what others are buying in real time all create that emotional spark: “If I don’t act, I’ll be left behind.”
Offer Exclusivity
Envy thrives in exclusivity. Think private clubs, early-access drops, members-only benefits. When people know not everyone can have something, they want it more. This tactic is especially effective for service-based businesses, luxury brands, or tech companies offering limited beta access or elite tiers.
Give your audience something to strive for—a next level they haven’t reached yet. Whether it’s a VIP list, premium upgrade, or invitation-only event, make them want to be “in.” Ultimately, the ambition of Envy is to become the one who is envied.
Envy Isn’t Evil—It’s Emotional
Truly connecting with your customers means understanding, reflecting, and responding, and Envy is a powerful emotional signal. It reveals what people value, what they desire, and what they feel they lack.