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Etsy was once known as a marketplace for artists selling handmade goods. After becoming a destination for resellers peddling drop-shipped and mass-produced items, the nearly 20-year-old brand is preparing for a refresh\u2014and hoping to re-emphasize the human element.<\/p>\n
In a new marketing campaign, which rolled out this week, Etsy is focused on showcasing the work of its artisan sellers, not robots, and encouraging consumers to \u201ckeep commerce human.\u201d<\/p>\n
\u201cRight now, in the cultural context, we see that there is such a desire and need for human connection and creativity, and there are concerns about the role of technology and the role of mass production,\u201d Brad Minor, Etsy\u2019s newly named chief brand officer, told us. \u201cWe wanted to make sure that we were going loud with a rallying cry to keep commerce human, and featuring our sellers as storytellers of that mission and that rallying cry felt right.\u201d<\/p>\n