Requiring trusted partners in turbulent times, with the economy, terror, resource shortages, environmental issues, privacy invasion, identity theft, etc.
“Trusted partners for the new insecurity is the first of three emerging need states at the core of the 7th (and final) meta need in ConsumerShift.
These consumers are acutely aware of the problems and challenges facing the world. They feel that the world has become an increasingly insecure place, and they feel that insecurity personally. Security is thus a core need for this group.
They are not sure whom to trust, and thus they place great value on building trust and having trusting relationships. They are looking for help in navigating through an increasingly complex world, both from people, technologies, and organizations. They are looking for means of reassurance and will be appreciative of whatever the source of that might be. Andy Hines