3 ingredients for marketing success While clubs like Rotary and Lions are clearly in decline this reflects neither a lack of social consciousness nor a lack of the need to belong. The facts are – social consciousness among generations X and Y have been found to be higher than for baby boomers and belonging through […]

3 ingredients for marketing success While clubs like Rotary and Lions are clearly in decline this reflects neither a lack of social consciousness nor a lack of the need to belong. The facts are – social consciousness among generations X and Y have been found to be higher than for baby boomers and belonging through social media channels is almost universal. My focus here is the need to belong and the opportunities this offers business. The need to belong is a basic human need that has been identified time and again by social researchers and behavioural economists as a key driver of human and therefore consumer behaviour. The potential of tribes – groups of people who identify with each other and feel they belong together – for marketing has also been the subject of much research and a number of books and articles. The growth of Permission Marketing has in…