#1. WHY WE BUY - NEEDS

Ok, all of those who did psych papers at college remember Maslow's hierarchy of needs. They form the bedrock of our motivations - physical security, warmth, food, shelter and so on. Yet they are almost taken for granted in developed societies. However, the GFC is just the scenario to re-focus consumers on these fundamentals of life. Surprising, then, that marketers don't have quite the same focus. Who will be the first to deliver to these needs in a compelling way ? It should be simple. Insight pays.