Etsy's brand visibility in the U.S. rises following recent campaign launch

Key findings:

• Between May 26 and June 9, Etsy's Ad Awareness among U.S. adults rose from 13% to 17%.
• The increase was particularly pronounced among women.
• Over the same period, the Attention score increased from 16% to 22%.

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 United States. This is particularly true among women, who make up 68% of the brand’s customer base in the U.S. 

Etsy customers express concern about technology's impact on society

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

YouGov Profiles  data shows that more eight in ten American Etsy customers are either “somewhat” (47%) or “very” (35%) concerned about technology's impact on society.

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 U.S. adults, the Ad Awareness score rose from 13% on the day of launch to 17% by June 9.

The increase was particularly pronounced among women, among whom, the score rose from 14% on May 26 to 24% by June 9 - a nine-point increase over the period.

Among men, the score remained largely unchanged. 

More Americans were hearing about Etsy after the campaign launch

The brand’s Attention score also increased following the campaign’s launch.

Among all U.S. adults, Attention rose from 16% on May 26 to 22% by June 9 (+6 points). Among women, the metric increased from 21% to 28% (+7 points), while among men it rose from 10% to 15% (+5 points).

Attention measures the proportion of consumers who have heard something positive or negative about a brand, providing an indication of how visible a brand is in public conversation.

Methodology:

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 the US and weighted by age, gender, education, region, and race.

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 brands have you seen an advertisement for in the PAST TWO WEEKS?

Scores are reported as percentages, based on daily surveys of US adults. Etsy’s Attention score measures respondents hearing positive OR negative buzz about the brand. Scores are reported as percentages, based on daily surveys of US adults. Data is weighted using a propensity scoring methodology with targets from the American Community Survey (ACS) to ensure representation by age, gender, race, education, and region. Figures are shown as a 1-week moving average between May 17, 2026 to June 9, 2026. 

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