opportunity 26 of 150 Six underlying consumer needs present significant opportunities for businesses and brands. These six needs, not well understood by consumers themselves are – certainty, variety, significant, connection, growth and contribution. Can you remember last Christmas? Unfortunately, I can too. Can you remember how much better it felt to give a gift than […]

opportunity 26 of 150 Six underlying consumer needs present significant opportunities for businesses and brands. These six needs, not well understood by consumers themselves are – certainty, variety, significant, connection, growth and contribution. Can you remember last Christmas? Unfortunately, I can too. Can you remember how much better it felt to give a gift than receive one? I imagine that most adults can. Giving feels really good. I read, not so long ago, about Bill Gates suggesting that he has a great deal more fun giving his money away than he ever had making it. Research has also demonstrated that much less wealthy people, and even low income earners enjoy giving. In many respects, charities depend on the pleasure people gain from giving. That said, giving, or making a contribution, is more than a source of satisfaction and pleasure. It is an underlying core human need – one that many…