Great news: Charity as the “new necessity”
- Tue, November 15 2011
- Filed under: Fun stuff
There are the things we need in life - and the things we want in life.
My colleague Kate Olsen just sent me some fascinating information from AdAge on how the economic downturn can make certain “wants” become “needs” and vice versa.
The big takeaway is that anything that makes us feel connected is rocketing up the “need” scale. People aren’t giving up smart phones, for example.
The ad agency Leo Burnett created the below matrix, which shows current needs (green), wants consumers are eager to convert to needs (orange) and wants consumers have had to cut back on (red).
The good news for us? Consumers are cutting back on some things (from energy drinks to music purchases to salon hair treatments), but they want to be spending on charity (and consider it an emotional need). Folks, we don’t just need, we are a “need.”
