Current marketplace trends suggest that many consumers are seeking products that are local, are manufactured by real people, and traditional or at least remind customers of their childhood.
Why We Buy Products Connected to Place, People, and Past
Research on why people are drawn to goods that feel artisanal and handmade.
November 19, 2021
Summary.
Current marketplace trends suggest that many consumers are seeking products that are local, are manufactured by real people, and traditional or at least remind customers of their childhood. As digitization and globalization have made our social and work lives become increasingly virtual, fast-paced, and mobile, more and more people are coming to feel that they have lost their emotional moorings. Customers have a need to feel grounded, and they do so by buying products that connect them to place, people, and past. Marketers can leverage these emotions by adapting their marketing mix to strategically target customer segments with a higher need for groundedness.
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New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.