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Jul 17, 2009

5. WHY WE BUY- GIVING #consumer

The gift market is one of the toughest categories to define and manage. What constitutes a gift ? Well, anything... Who buys gifts ? Well, almost anyone...... However, the joy of giving (as opposed to the chore of buying a gift) is a powerful emotion and creates all sorts of positive opportunities for brand association. In today's markets as consumers have re-evaluated their consumption, so have the dynamics of gift-giving changed. Do your customers value gifts with social benefits (eg. sponsoring a child, planting a tree, carbon offsets and so on). Have you asked them what is important to them ? It might surprise you how much people love to give. It should be simple. Insight pays.

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