Empowerment-Driven DTC Ads: Capability as the Hook
20 brands · Avg empowerment score: 5.7/10 · 52,547 live ads · Updated Jun 6, 2026
DTC brands that promise capability and control — empowerment is one of GoMarble's 15 scored emotional dimensions on a 1-10 scale.
When this emotion drives results
Empowerment hooks work in fitness, athleisure, and wellness because they sell agency, not aesthetics. The buyer isn't being told what to look like — they're being told what they can do. This dimension scores especially high in video creative where the model is shown using the product, not posing with it.
DTC brands scoring highest on empowerment
Each brand's empowerment score is averaged across their live ad creative on a 1-10 scale.
See your brand's emotional profile
GoMarble auto-scores all 15 emotional dimensions across 1.5M+ creatives. Connect any account or competitor and see the breakdown — across video and image, across products, across campaigns.
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