Paradigm Shift:
The FLICK Model
The AIDA model (Attention-Interest-Desire-Action), proposed in 1898 by E. St. Elmo Lewis, remains a foundational consumer behavior framework widely recognized in the international advertising and marketing industry. In recent global discussions, AIDA is praised as “timeless” and “foundational,” with its core psychological principles still driving consumer behavior even amid generative AI, virtual reality, and digital dominance. However, experts emphasize the need to adapt it to the modern era, where AI-generated content floods the space and consumer journeys have become nonlinear (influenced by social media, search, UGC, and multi-device paths).
When reevaluating AIDA under international standards today, several key points demand attention:
First, the evolution of Attention quality. In the mass media era, visual impact alone could seize notice, but in 2026, with algorithm-driven social feeds and short-form video, the “scroll-stop” window is extremely brief. Relevance and personalization are now critical—moving beyond flashy tactics to “problem-led hooks” that address immediate consumer pain points or interests, supported by data-driven targeting.
Second, the nonlinearity of Interest and Desire. Traditional AIDA assumes a linear process, but today's consumer paths reflect BCG’s “messy middle,” involving simultaneous review searches, influencer opinions, and cross-device jumps. Brands must incorporate social proof and user-generated content at the Interest stage, while strengthening Desire through emotional resonance. Amid AI-personalized content generation, authentic human storytelling emerges as a key differentiator.
Finally, the absence of post-Action elements. AIDA ends at purchase, often overlooking post-purchase loyalty and advocacy. In the digital age, retention and advocacy determine lifetime value (LTV). This is why extended models like RACE (Reach-Act-Convert-Engage) or Kotler’s 5A (Aware-Appeal-Ask-Act-Advocate) are recommended. When using AIDA as a base, marketers should consciously add post-action layers (satisfaction, sharing, repurchase) to evolve it into a circular journey.
In this context of reevaluation and evolution, the FLICK Model (Feeling-Love-Inspire-Care-Kinship), introduced in 2025 by Hiroo Kida on his site angleshift.com, holds significant potential for international recognition. FLICK represents a deliberate departure from AIDA’s Attention-centric approach, prioritizing emotional continuity and sustainable bonds as the “law of brand empathy” for the era of the heart.
- Feeling: People naturally encounter the brand and feel empathy.
- Love: The brand becomes part of their lifestyle, fostering deep attachment.
- Inspire: It breaks monotony and reignites interest.
- Care: The brand offers genuine heartfelt support, building profound trust.
- Kinship: Consumers shift from “customers” to “insiders,” creating a family-like bond.
The future implications of FLICK are substantial. First, it aligns perfectly with emerging Cannes Lions trends. Starting in 2026, the newly introduced Creative Brand Lion (announced November 2025, with submissions opening January 15, 2026) shifts evaluation from single creative outputs (ads) to the inputs—organizational systems, culture, and capabilities—that enable repeatable, world-class creativity. In an age of AI content saturation, where “Human Touch” and trust are paramount, FLICK provides a structured mechanism for continuously generating empathy. By systematizing long-term relationship building (LTV growth) through emotions, it contributes meaningfully to global “beyond linear funnel” conversations.
Second, it embodies the shift toward emotion-centric strategies. Globally, AIDA faces criticism for “linear oversimplification,” prompting the rise of relationship-focused models (e.g., Kotler’s Marketing 5.0 evolution). FLICK’s empathy-driven approach universalizes successes like Dove and Vaseline, offering a framework that transcends cultural boundaries.
Looking ahead, FLICK could become a new benchmark for integrated communications, spanning PR, advertising, digital, and SNS. By transforming seller-buyer dynamics into camaraderie, it bolsters brand resilience amid economic uncertainty. As the international industry views AIDA as “classic but in need of evolution,” FLICK proposes “emotional sustainability,” positioning it to lead brand strategy in the human-AI hybrid era.
In conclusion, reevaluating AIDA internationally requires strong emphasis on relevance, nonlinearity, and post-purchase dynamics, while FLICK serves as a complementary and evolutionary tool. Symbolized by the 2026 Cannes Lions new award—where creativity’s essence moves from “Output” to “Input and bonds”—FLICK stands as a groundbreaking Japanese contribution to global standards, offering essential guidance for brands to thrive in this new paradigm.
