3 products, 3 services and 3 opportunities We all need to belong. Belonging is a basic human need and a fundamental driver of human behaviour- including consumer behaviour. This need to belong drives: The purchase of motor vehicles The purchase of football colours The purchase of fashion Consumers buy cars that help them fit in, […]

3 products, 3 services and 3 opportunities We all need to belong. Belonging is a basic human need and a fundamental driver of human behaviour- including consumer behaviour. This need to belong drives: The purchase of motor vehicles The purchase of football colours The purchase of fashion Consumers buy cars that help them fit in, football jumpers that help them identify and clothing that makes them part of the group. This need also drives: Membership of social clubs Loyalty to restaurants Mindless compliance with trends People want to be with other likeminded people, eat where they feel comfortable and follow trends that boost their acceptance. People belong to, or have a need to belong to: A family (related or otherwise) Herds (small groups of people with something in common) Tribes (large groups of people who identify with each other) I would argue that most of us belong to a family,…