L is For…

L is for… Less is more

It’s official, the less is more approach – curated wardrobes, minimalist décor, even skinimalism (that’s a streamlined approach to your beauty regime FYI) – is well-established in our zeitgeist. With overconsumption coming under severe scrutiny in recent years, the perfect antidote is stepping into the spotlight. Refreshingly understated, considered and pared back, a ‘less is more approach’ is quietly capturing imaginations, from how people furnish their homes, to how they shop.

And this art of doing less has cast its spell on the world of marketing.

Quantity over quality just won’t hack it anymore.

Today, there’s still a preconception that marketing is fast, loud and ballsy. After all, the knack has always been to grab people’s attention and keep it for as long as possible. But the very real risk is that being loud and proud comes at the expense of getting to know your customers.

Maybe deeply entrenched stereotypes of old-fashioned ad-land are hard to shift, but a preoccupation with churning out tonnes of content, rather than taking a more considered approach, is switching off potential customers. Because in today’s climate, how people choose to spend their money is different, even to just a couple of years ago.

When it comes to consumer spending power in 2026, there’s a great degree of cautiousness, along with falling levels of job security, and higher food and energy bills. These concerns about the health of the UK economy are “holding consumers back from spending, especially on eating out and big-ticket items such as cars and furniture”.

Research shows that pure performance marketing has been on the decline for several years – in 2023/2024, 61% of customers* said they felt less loyal to brands and companies than they did a year ago. With a savvy population tuned in to over-consumption, it pays to brand build, to plan long-term and stick in your audience’s psyche for longer with a softer approach that won’t switch them off.

“In a world dominated by virtual interactions, the human touch cuts through” – Mark Cross, JICMAIL direct mail research provider.

We’re seeing a shift from big, single-minded ideas, to smaller, creatively-charged moments of attention, so why has this shift happened?

1. Covid (still) has a lot to answer for. 

Thanks to the pandemic, B2B marketers have had to rethink their tried-and-tested marketing tactics. The goalposts changed so dramatically – as consumers and workers moved into a more digital world, we also recognised the power of real human connection, and the trust that connection fosters. The tension between the ease and flexibility of digital tools, alongside a craving for IRL interactions, has led to a new marketing landscape.

2. There’s a growing disillusionment with social media and the prevalence of ads. 

Customers are highly tuned in to the never-ending dopamine drip that is social media. Fact blends into fiction on platforms such as Instagram and YouTube, where there are continuous question marks around regulated content.

Not only that, but the risk of being inauthentic is sky high – whether it’s jumping on trends at the wrong time, using influencers that don’t align with a brand’s values, or misjudging how a message lands with your audience. Brands need to tread that line between being trustworthy and making sales carefully.

3. Personalisation overload = invasion of privacy.

Adverts are built to make customers want more. So it comes as no surprise that modern marketing has turned into a bit of a bunfight – more deals, more content, more personalisation. If customers feel they have a target on their back as soon as they move, they wouldn’t be wrong – and this mentality of “more” can become extremely damaging. It doesn’t matter how more customised and tailored your make communications for your customers, if there’s no human connection or authenticity there in the first place, they feel oppressive, intrusive and downright creepy.

How to adopt a ‘less is more’ marketing approach

A ‘less is more’ approach isn’t about shrinking your ambition, more about sharpening your focus. Here are our three top tips to help you cultivate a more considered approach and build better quality relationships with your customers.

The noise of traditional marketing is growing ever louder, so brands that choose restraint, relevance and real human connection are the ones cutting through. By creating meaningful moments instead of noisy interruptions, speaking with honesty instead of chasing algorithms, and listening deeply rather than shouting loudly, brands can build the kind of trust and loyalty that lasts.

*DMA How to Win Back Customers and (re)Build Loyalty 2024