Etsy's brand visibility in the UK rises following recent campaign launch

Key findings:

• Between May 26 and June 11, Etsy's Ad Awareness among UK adults rose from 8% to 13%.
• The increase was highest among women.
• Over the same period, the Recommend score increased from 17% to 26%.

On May 26, 2026, Etsy launched its new brand campaign, Celebrate Being Human. It celebrates what the company describes as “the moments that make us human” and focuses on individuality, creativity and personal connection. The campaign positions Etsy's marketplace as a place to find meaningful and unique products “in a world increasingly shaped by automation and sameness.”

YouGov data suggests these themes may resonate strongly with the brand's existing customer base in the UK. This is particularly true among women, who make up 73% of the brand’s customer base in the UK.

Etsy customers express concern about technology's impact on society

The campaign's focus on celebrating human connection comes as many of the brand’s consumers worry about the role technology plays in the world.

Etsy’s ad awareness rose following the campaign’s launch

YouGov BrandIndex data shows that ad awareness for the online retailer picked up after the launch.

Among all UK adults, Ad Awareness for the retailer rose from 8% on the day of launch (May 26) to 13% by June 11 (+5 points), closer to pre-launch levels

The uptick was particularly pronounced among women among whom the score rose from 10% on May 26 to 18% by June 11.

Among men, the change is modest - from 6% to 8% over the same period (+1.9 points).

Etsy's recommendation score climbed post campaign launch

Among all UK adults, the score rose from 17 on the day of launch to 26 by June 11, its highest level during the period analysed. A similar score for the metric was last observed in late April (25.5 on 28 April 2026).

Recommendation is a net score based on whether consumers would recommend a brand to a friend or colleague or tell others to avoid it.

Methodology:

YouGov BrandIndex collects data on thousands of brands every day. Etsy’s Ad Awareness score is based on the question: Which of the following online service websites have you seen an advertisement for in the PAST TWO WEEKS? Scores are reported as percentages, based on daily surveys of UK adults.

Etsy’s Recommend score (reported as a net score) is based on the question: Which of the following online service websites would you RECOMMEND to a friend or colleague? / And which of the following online service websites would you tell a friend or colleague to AVOID?

Data is weighted by age, gender, region, social grade, and ethnicity using a raking methodology. Figures are shown as a 1-week moving average between 17 May 2026 to 11 June 2026.

YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures are drawn from responses collected between June 2025 and June 2026, using a 52-week dataset updated weekly. Data is nationally representative of adults (18+) in Great Britain and weighted by age, gender, region, education, and social grade.

Image credit: Getty Images