We know more and more about how the human mind works, and that many of our consumption behaviors are directly linked to human evolution and the adaptation of our primary emotions to the times we live in. The consumer is driven by four basic motivations: to be happy, for love, to stand out, and to survive — from these, infinite desires can arise. While social and economic development continue to evolve, the root of our emotions remains the same; our brains haven’t changed in millions of years. We have an innate need to consume and to constantly seek new goods that satisfy us — yet the thrill doesn’t come from the purchase itself, but from the beginning of a new search. This perpetual exploratory behavior happens unconsciously in the consumer’s mind; what matters is not what I have, but what I still desire, what’s left to attain.
To satisfy this vast range of desires in different ways, today’s market offers a great variety of products and services adapted to each consumer segment, with the attributes and price categories that best align with their different lifestyles.
But this is not enough. Our capacity to adapt to novelty constantly raises our expectations, and despite the great social and economic progress achieved in recent decades, many consumers feel frustrated and powerless. They are not misfits — they are simply human.