Emotions

Feelings are power tools when used correctly.
Consumers today are much more smarter and sophisticated then ever before and it’s only going uphill from here.
As the world gets smaller and more connected, and as economies get better with every recession, the individual will demands for more and accurate information, faster and in easy to digest bits.

And emotion can be put to good use, swaying customers in the right way.
Humans go through several state of needs –

• Physical needs(food, clothing, safety)




• Social needs (affection, sense of belonging)




• Individual (need for knowledge and self expressions)
We go through these stages at different phases of our life.
A sense of belonging can be used to pitch a brand to, lets say, a group of teenage girls, to make them feel part of a group, the popular group, the beauty group, the smart sophisticated group, or to simply make it a basic part of our lives.

Human is always pushing the boundaries. What we see as a premium today might become a basic need over a period of time. As customers are desensitized, they seek higher and more potent jolts to satisfy a need.

Pushing the ceiling to super premium and eventually exhausting the material needs. What comes next would naturally be emotional needs. Today, this need has never been stronger than before, and many marketeers are cashing on this by selling emotions, or “cause” marketing.

This is not a new concept, Body Shop, have been selling a cause for decades. Do something good while shopping, feed an African child while having a burger, the feeling of returning something back to the community satisfy a consumer’s “moral” & “conscience” on so many levels it usually over powers the rational of the purchase.

This is the 70’s flower power, all over again, but driven by capitalism and consumers.