Abstract: The article deals with the problems of asymmetries and contradictions of the priorities of short-term efficiency for business when it is necessary to ensure long-term effective relationships with consumers. Prerequisites and ways of formation and development of consumer communities interested in marketing interaction with brands, which can enthusiastically support long-term joint activities with companies, have been identified. Possibilities of solving the problems of low conversion of emotional perception of messages in the system of marketing communications into financial and economic results of business, as well as uncontrolled change of attitude to brands, from positive to negative, are shown. Scenarios of constructive change of attitude to depressive-stressful situations are quite effective for purposeful elaboration of personal problems (conflicts) of consumers, which allows to establish a close emotional relationship with the target audiences. This is confirmed by successful marketing cases, which result in positive consumer feedback on the empathy and social responsibility of brands. The basis of emotional perception of advertising and communication materials, which will affect the positioning and evaluation of product offers of brands, has been studied. The ineffectiveness of simple short-term socio-psychological effects used in brand communications and the activation of marketing interaction in the community management system and for purchases by representatives of the target audiences of enterprises has been established. The necessity of scientific and practical developments and creation of a system of psychological examination of materials of marketing communications in the system of social responsibility of business, and also by analogy to institutes of prevention of discriminatory advertising is proved.