3 types of connection and 3 categories of product

The short answer is – very important.

The slightly longer answer is very important so long as it involves serotonin.

Research has shown time and again just how important CONNECTING is to human beings. Indeed, the success of social media is testimony to the attraction of connecting.

But real connecting involves more than Facebook, Twitter and Linked In. Human need to connect:

  • With themselves
  • Other people
  • Nature

Connecting with ourselves as individuals and through this connection, understanding just who we are and what makes us happy is critical to most people. It often leads to:

  • Creative pursuits
  • Meditation
  • Engagement with the arts

Connecting with other people is also very important and can involve:

  • Social media engagement
  • Face to face engagement
  • Watching and listening

Connecting with nature has become more important as we have become more urbanised. It has contributed to:

  • Sales of SUV’s
  • Adventure holidays
  • Pets

Research show that all three types of connection are critical to humans and a important drivers of behaviour, including purchase behaviour.

I would argue that consumers will buy:

  • Services that help them get in touch with themselves – meditation, yoga, and the arts.
  • Services that will help them connect with others – social media, networking events, dating sites.
  • Products that help them get closer to nature – fishing gear, camping gear and scuba gear.

What is more the research suggests that sales will increase in most segments as organisations get better at facilitating connecting

I would also argue that while these consumers might think they are looking for a range of things when making these types of purchases, it is actually connection that they are looking for.

What has been your experience?

This issue will be discussed in more detail on THE D. JOHN CARLSON NETWORK –

D. John Carlson is a behavioural scientist, strategic planner and lateral thinker focusing on branding, marketing and communication. Visit his blog –

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