opportunity 47 of 150 Human beings, and therefore consumers, are more complex than you may think. These complexities can create problems for marketers, but they can also create opportunities – if they are well understood and embraced. This week we will address more of these complexities and the opportunities they create. It is true that […]

opportunity 47 of 150 Human beings, and therefore consumers, are more complex than you may think. These complexities can create problems for marketers, but they can also create opportunities – if they are well understood and embraced. This week we will address more of these complexities and the opportunities they create. It is true that consumers relate and react to market norms. However, research demonstrates that they relate and react more strongly to social norms. Have you ever noticed how hard some people work for a charity or social cause they believe in? Have you noticed how hard the president of the local P&C, golf club or Rotary club will work? In most cases, these people work very hard, often a whole lot harder than they work in their paid employment. When working for a social cause they believe in, most people work very hard indeed. When working to earn…