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Consumers say they feel most emotionally connected with brands that come across as caring about people like themselves, according to recent research from CustomerThermometer.

The report was based on data from a survey of 1,000 adults in the United States.

Some 65% of respondents say they emotionally connect with a brand that makes them feel like it cares about people like themselves.

Other top reasons cited for emotionally connecting with brands include feeling like the company is making a positive difference in the world (55% cite) and feeling like the company gets them (45%).

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji