Investing great time, attention, and money in offerings seen to be important to one’s identity, while price shopping on others
“Identity products, services, and experiences” is the second of six emerging need states at the core of our fourth meta need “The [relentless] pursuit of happiness” in ConsumerShift.
These consumers see their choices of products, services, and experiences as making fundamental statements about their identity, which is a core need for them. The choice of whom to do business with or which products to buy helps express their sense of self. Thus, these decisions are thoughtful ones.
Buying a hybrid vehicle, for instance, is an expression of a person’s environmental values. While this expression is fundamentally directed at one’s sense of self, there is an element of wanting to share their identity with others: “This is who I am and what I’m about.” It is not necessarily about converting others to a particular cause, but letting others know who you are and what you stand for. Andy Hines