As digital marketing matures, it’s hard not to worry that we’re starting to treat consumers like Pavlov’s dogs, or less. In the quest to validate our clever bait, we can forget that the ‘target’ is a human being, that desire comes before response, and that it’s forged in emotional relevance. It’s easy to see why. It’s so much simpler to experiment your way to the right correlation than it is to actually understand what makes people tick. Fortunately, there are signs that marketers haven’t lost the plot entirely. In my most recent column for Canadian Business, I write about the return of emotional advertising and why, even in this cynical age, it’s good news. You can read it here and, as always, your comments are welcome.