Announcing Humaning: A New Approach to Marketing

New marketing approach focused on human connection

Humaning video
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Wednesday, November 11, 2020

We are excited to announce an evolution of the company’s global marketing strategy: humaning.

Humaning is a unique, consumer-centric approach to marketing that creates real, human connections with purpose, moving Mondelēz International beyond cautious, data-driven tactics, and uncovering what unites us all. We are no longer marketing to consumers, but creating connections with humans.

Humaning is a natural fit for a company that creates the snacks that form the basis for connections between people all over the world and is a clear manifestation of the Mondelēz International brand purpose to do what is right: leading the future of snacking by offering the right snack, for the right moment, made the right way. With humaning, we will feed the hunger for human connection in everything we do by being fully consumer-centric: Listening, empathizing and adapting to fit consumer needs at any moment with perfectly crafted products that are a source of delight. 

Beyond shaping our brand marketing and our consumer approach, humaning is also reflected internally at Mondelēz International through our diversity and inclusion goals and initiatives. From 2021, we will become a member of Unstereotype Alliance, a thought-and-action platform that seeks to eradicate harmful stereotypes in media and advertising content, as well as the FreeTheWork initiative, a talent-discovery platform for advertisers to connect with underrepresented creators.

“We intend to apply the humaning approach to all that we do at Mondelēz International, both internally and externally,” said Martin Renaud, Global Chief Marketing Officer, Mondelēz International. “Snacking is all about forming connections with other people over the snacks we enjoy. People are craving connection and a human experience from brands – particularly in what has proven to be an incredibly unusual year. We want to make brands, campaigns, initiatives, and a culture of humaning that truly connects with consumers as people and genuinely has an impact on the world around us.”

In practice, humaning has long been at the heart of our boundary-pushing, inclusive brand marketing campaigns and corporate initiatives and we will continue to bring that goal to life. Humaning is when storytelling becomes storydoing. See storydoing examples of Humaning in action from our brands such as OREO and Cadbury Dairy Milk.