You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract The Newest Marketing Buzzword? Human. Companies Increasingly Trying to Adopt Characteristics of Their Customers in Order to Be More Likeable By Rupal Parekh, Published on September 20, 2013 9 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.