6 basic human needs It has been said that the 21st-century consumer has six core needs – certainty, variety, significance, connection, contribution, and growth. For many, the period in isolation has reduced their capacity to address these needs. The COVID-19 pandemic has created an environment of uncertainty. Consumers have become increasingly anxious about their economic […]

6 basic human needs It has been said that the 21st-century consumer has six core needs – certainty, variety, significance, connection, contribution, and growth. For many, the period in isolation has reduced their capacity to address these needs. The COVID-19 pandemic has created an environment of uncertainty. Consumers have become increasingly anxious about their economic circumstances, health, mental state, and just about everything else. Give customers something that helps them experience certainty. Being in lockdown hardly encourages variety – particularly in terms of entertainment, social experiences, food types, seeing new things. Offer your customers real variety and easy access to it. People are dying, statistics are flashed on the screen day after day, and stories of turmoil abound. It is difficult to imagine how anyone might seem themselves as significant right now. Make every customer feel important and special. It has been very difficult for people to connect with each…