The Human Behind The Consumer
I was asked to contribute to the Positive Luxury’s 2018 Predictions Report The World Is Driven By Emotions: Breaking Tradition The Millennial Way.
I think brands need to look inwards at the reality of the human behind the consumer. Emotions aren’t just motivating consumers at the simple point of sale, but rather driving influencers to raise their voices on social media platforms and proclaim an identity.
Today the most effective cause marketing experiential initiatives are those based on mobilising large numbers of people who resonate with the same social cause. The power of social media has made the task of bringing together like-minded people only easier, and chapter one of every marketing guidebook is the same: nothing beats good old-fashioned word-of-mouth.
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Positive Luxury connects brands and consumers that care. Their mission is to inspire people to buy better and influence brands to do better.