2. WHY WE BUY - BELONGING

I live near one of the most individualistic suburbs in the world - Surry Hills, Sydney. We all love to believe we are individual and unique. And while that may be the case it is a scientific fact that we are all more alike than we are different. Peer pressure and conformity is not only an adolescent phenomenon. The need to Belong to a group, and fit in, is a very powerful driver of human behaviour, and this affects how we buy as well. Whether it's the tribe, the sub-culture or it's latter day manifestation, the Community, there are rich rewards awaiting marketers who understand this. Social media especially Twitter and Facebook tap into this rich vein. What tribes or communities do your customers belong to ? Do they have a unique language and set of norms ? How does it influence their purchase decisions ? It should be simple. Insight pays.