Kaley's Blog

“We have two ears and one mouth so that we can listen twice as much as we speak.”

This proverb is simple, but it carries a lesson that has followed me for years. In my personal life, it reminds me to pause, listen, and observe before rushing to speak or prove a point. Listening allows us to understand people more deeply, what they feel, what they care about, and what they might not always say directly.

The more I reflect on this idea, the more I realize that it applies just as strongly in the world of marketing.

Today’s marketing landscape is louder than ever. Brands compete for attention through advertisements, social media, influencer campaigns, and endless streams of content. Everyone is trying to speak louder and faster to capture consumers’ attention. Yet ironically, in this race to be heard, many brands forget the most important step: listening.

Listening in marketing goes far beyond simply collecting feedback. It requires genuine curiosity about people’s lives: what challenges they face, what emotions shape their decisions, and what needs remain unspoken. Often, the most valuable insights emerge only when brands take the time to observe and understand consumers beyond surface-level data.

One company that demonstrates this philosophy well is IKEA through its Life at Home Report. Instead of relying solely on traditional market research, IKEA conducts extensive studies around the world that explore how people actually live in their homes. This includes global surveys, interviews, and even home visits to observe everyday life. The research looks beyond functional behaviour, such as how people use furniture, and focuses on how people feel about their living spaces. Questions around comfort, belonging, stress, and emotional well-being help IKEA understand what “home” truly means to different people. These insights then inform product design, store experiences, and brand storytelling, helping the company stay deeply connected to real human needs.

Another example of listening-led marketing comes from Dove and its Global State of Beauty report. The research examines how modern beauty standards affect women and girls worldwide. Despite progress toward inclusivity, the report reveals that nine out of ten women and girls are exposed to harmful beauty content, contributing to pressure and anxiety rather than confidence. By listening to these experiences, Dove has strengthened its long-standing mission to challenge unrealistic beauty standards and promote more authentic representation. As Dove Masterbrand Director Pau Bartoli noted, the brand’s continued growth reflects its commitment to championing real beauty and maintaining a meaningful connection with consumers.

These examples highlight an important principle: meaningful marketing begins with listening. Whether through research, surveys, cultural observation, or direct conversations, brands must invest time in understanding the real experiences of the people they hope to serve.

The proverb about two ears and one mouth reminds us that communication should follow understanding. When brands rush to speak without listening, their messages risk feeling disconnected or superficial. But when they listen first, truly listen, they gain insights that make their communication more authentic and relevant.

Perhaps the real lesson of this proverb is not just about speaking less, but about caring more. Listening requires patience and curiosity. In marketing, just as in life, those who take the time to listen often discover the stories that matter most. And when they finally speak, their message resonates not because it is louder, but because it is understood.