Category: Uncategorised

Trends, why do some go viral? Why are we so obsessed as a society with the brand that blows up online even if it isn’t actually the best? It’s all about culture. The way we think, act, behave and spend our money is deeply influenced by our culture.

That doesn’t just mean where you are from or how you grew up, but also your: beliefs, values, traditions, environment… all how you shape your daily life. 

Social norms shape how we spend. Whether that’s a popular aesthetic online, a style of clothing, a drink that has suddenly become super popular to create and share online. Businesses thrive off this cultural wave on what we call groupthink – where consumers subconsciously want to mirror the choices of their peers (Solomon 2020).

Winning over consumers is understanding cultural nuances is essential. For example, Starbucks, one of the biggest global coffee shop companies (Starbucks 2025) – Their ability to blend local cultural elements, e.g. selling collectors mugs of the city its located, customisable drinks to the country, seasonal menus to all cultures and celebrations. 

The campaigns Starbucks create resonate with their audience by an acknowledgement and respect for cultural traditions whilst also remaining authentic and iconic. A timeless logo loved by all (Duford 2024).

Culture isn’t just traditions but also what we value. Our evolving digital culture plays a massive role, whether it’s through influence of TikTok to Instagram. So many brands that even personally resonate with my personal culture are involving themselves in what I see online or day to day. 

The key is authenticity. When brands make you feel understood through your values and how you live your life, they don’t just sell products but also become the topic of your conversations. 

Referencing and sources: 

DUFORD, K., 2024. The Starbucks Red Cup: An Emotional Cultural Cue Ushering In The Retail Holiday Season[viewed 19 February 2025]. Available from: https://thebrandleader.com/the-starbucks-red-cup/

SOLOMON, M.R., 2020. Consumer Behavior, Buying, Having, and Being. Pearson Education India

STARBUCKS , 2025. Homepage | Starbucks [viewed 19 February 2025]. Available from: https://www.starbucks.co.uk

Why is it we always go back to that same bar or coffee shop whenever we go out? Why do you always splash out on the same skincare products from the brand everyone uses time and time again? It’s not just the product you receive but the way it can make you feel. 

Operant conditioning is a physiological concept that marketeers use to influence our behaviour without us evening knowing (Francisco & Moura, 2021). 

It was first bought about by (Skinner, 1963) with the theory of rewards and consequences. How behaviours are reinforced based on what happens after we act. If something good comes of a situation, we are more likely to do it again, for example receiving discount codes after a purchase of a brand you love for being a loyal customer. The positive reinforcement makes you feel special. This can also be used negatively, like a warning you to renew a membership before prices inflate. 

Marketing meets phycology with variable enforcement. This is a strategy where brands adapt their messaging according to specific segments of their target audience (What Is Variable Marketing? n.d.). Examples of this are random rewards such as surprise gifts, random limited discounts (receiving a limited code for events such as your birthday), keeping customers hooked, checking online/ emails for goodies and left wanting more.

Operant conditioning in variable enforcement offers positive unpredictability and the type of mystery that keeps customers hooked. 

Next time you’re shopping or signing on to something new, take a moment to notice any subtle messages that may be operant conditioning, whether that’s a sign-up freebie or code and take notes to use it for your own business! 

Referencing and sources: 

Francisco, Prof. Dr., & Moura, T. (2021, July 20). Operant Conditioning, Marketing And Consumer Behaviour: (Part 1) – LiveInnovation.org. LiveInnovation.Org. https://liveinnovation.org/operant-conditioning-marketing-and-consumer-behavior-part-1/

Skinner, B. F. (1963). Operant Behaviour. https://doi.org/10.1007/springerreference_302724

What Is Variable Marketing? (n.d.). Polymer. Retrieved February 19, 2025, from https://www.polymersearch.com/glossary/variable-marketing

Who we are or who we WANT to be drives every decision we make. Whether it’s the aesthetic style you physically show or the way you make decisions.,. what food to have; does it look pleasing on the eye, will it suit your social media feed? 

This is where the concept of self comes in. This is defined as the ‘the way a consumer views themselves’, typically, consumers will feel more drawn to brands that reinforce their vision of themselves and how they want to be seen (Cockaday 2019).

A great example of a brand that I think has targeted a demographic by using self-concept is Dove. With their #MyBeautyMySay campaign (Dove 2016), an empowering advert with the motivation to capture the interest of women and their actual self to make them feel like they can be their ideal self by challenging traditional beauty standards and encouraging consumers to be confident in their authentic selves. 

Identifying ‘self-concept’ involves understanding the different ways we see ourselves. There are several types, including actual-self, ideal-self, ideal social-self, social-self, situational-self, and extended-self (Schiffman 2012). 

This can also be shortened down by having two sides to self-concept; private-self, which reflects our personal views, and a public-self, which is how we think others see us. (Francisco and Moura 2020).

Now applying this to marketing campaign research, getting to know the various sides of a person’s identity allows us to bond with consumers more meaningfully and build campaigns around interests and behaviours that will attract them (or their desired self). 

When products resonate with someone’s ideal self-image, marketers can grasp an understanding into the customers dreams and wants, driving them to buy things that represent who they aspire to be.

Referencing and sources: 

COCKADAY, G., 2019. How Crucial Is A Consumer’s Self-Concept In Advertising? [viewed 19 February 2025]. Available from: https://news.clickon.co/how-crucial-is-a-consumers-self-concept-in-advertising

Dove, 2016. Dove | Beauty on your own terms #MyBeautyMySay

FRANCISCO, Prof.Dr. and T. MOURA, 2020. Self-Concept: The Beauty Of How Complex Human Behavior Is – LiveInnovation.org [viewed 19 February 2025]. Available from: https://liveinnovation.org/self-concept-the-beauty-of-how-complex-human-behavior-is/

SCHIFFMAN, L.G., 2013. Consumer Behaviour E Book. Pearson Higher Ed

Understanding what motivates your audience is key when delivering a message. VALS Framework (values, attitudes, lifestyles) developed in 1970s (Ezzeldin Mostafa 2014) is a psychographic tool marketeers use to analyse consumer behaviour based on a variety of 8 categories including: 

• Innovators 
• Thinkers 
• Achievers 
• Experiences 
• Believers 
• Survivors
• Strivers 
• Makers 

(Anon. 2025).

Unlike demographics that has been recently discussed in this blog, VALS Framework digs deeper into why people make the decisions they do based on motivations, attitudes and behaviours. An individuals tendency to consume goods is beyond the idea of age, income or education but in fact can be driven by factors such as energy, self-confidence and impulsiveness (Vaidyanathan n.d.).

Understanding the segments can help us marketeers to tailor our strategies affectively and connect to our audience on a deeper level. Depending on your product or message can depend on who you’re aiming to reach. For example, if selling a product based on something performance enhancing such as an energy drink, you may want to aim towards an achiever who’s traits are ‘goal oriented’.  

Whereas if you were looking to promote a product that’s labelled as ‘trending’ from social media or that could be seen as high demand, aiming for an ‘experiencer’ who’re labelled as ‘variety seeking’ or ‘impulsive’ would be more appropriate and relevant to the product. 

Not only does this framework apply to how you adjust your campaign to aim to, but also what platform you publish on or the way you do your digital marketing. 

I strongly believe that using VALS Framework, can allow marketeers to create campaigns that closely and personally resonate with the audience and as a result, help build trust and a sense of relatability. 

Referencing and sources: 

ANON., 2025. VALS Framework: Segments & Analysis | StudySmarter [viewed 19 February 2025]. Available from: https://www.studysmarter.co.uk/explanations/marketing/digital-marketing/vals-framework/

EZZELDIN MOSTAFA, I.E.M.M.I.B.A., 2014. V.A.L.S. Model (Values And Lifestyles) The Most Intelligent Tool For Understanding Of CustomersValues And Lifestyles | Islam Ezzeldin Mostafa M.I.B.A. , B.Phr. [viewed 19 February 2025]. Available from: https://www.linkedin.com/pulse/20141011232233-99993053-v-a-l-s-model-values-and-lifestyles-the-most-intelligent-tool-for-understanding-of-customersvalues-and-lifestyles/

VAIDYANATHAN, R., n.d. The Framework, The Segments, History and Methodology

The first part of marketing – it’s important to understand your audience. There isn’t a one size fits all. Each generation has its’s own unique habits, trends, interests and nostalgia that can affect the behaviour of how they react with certain brands and their marketing. 

Whether you’re a Millennial or Gen Z, it’s vital to think about creating campaigns that resonate with more than one generational cohort. 

Generational cohorts are described as ‘a group of individuals who were born during the same period and share everyday historical, cultural, and societal experiences’ (Lewis 2024). 

For example, ‘Boomers’ (1946-1964) may take value in the quality and reliability of a product and how it is displayed. Stereo typically, they’re less experienced with technology and social media – meaning they may not be as clued in to trends or find certain approaches relatable (Clarke & THE INVESTOPEDIA TEAM 2024).

Whilst Gen Z (1996-2010) are known as, ‘digital natives’ the first generation to grow up with the internet, thriving off short and visual formats stemming from platforms such as TikTok (Anon. 2023). 

Finding an approach to connect to the right audience can be tough, especially if your target audience is a wide range. When starting off a campaign to understand your target audience, encouraging user-generated content such as contests and interactive ads, can generate interest and build trust. This can be something people of all demographics can engage in (Giancaterino 2023).

Whilst it can be easy to go off stereotypes, the first step should be using insights for more valuable accurate results. Consumer behaviour evolves, therefore so should your strategy. 

Referencing and sources: 

ANON., 2023. What Is Gen Z? [viewed 19 February 2025]. Available from: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z

CLARKE, Caitlin and THE INVESTOPEDIA TEAM, 2024. Baby Boomer: Definition, Age Range, Characteristics, And Impact [viewed 19 February 2025]. Available from: https://www.investopedia.com/terms/b/baby_boomer.asp#:~:text=“Baby%20boomer”%20refers%20to%20a,economy%20during%20their%20working%20careers.

GIANCATERINO, C., 2023. Gen Z Vs. Millennials: How To Target Both Audiences | FiveCRM [viewed 19 February 2025]. Available from: https://www.fivecrm.com/blog/marketing-to-gen-z-vs-millennials

LEWIS, E.J., 2024. Evolution of Cross-Sector Cyber Intelligent Markets. IGI Global

When marketing your business, its essential to understand your potential customers. In this blog post I’ll be discussing buyer decision making and how understanding the process can lead to effective marketing strategies. 

Understanding your customers’ needs isn’t always simple. Depending on your product or service, this can vary within the phycological steps that consumers take before making a purchase. 

To break it down, Philip Kotler suggests his theory of the ‘five stages of decision making’; 

• Problem recognition 
• Information search 
• Evaluation of alternatives 
• Purchase decision 
• Post purchase behaviour 

Each of these steps offer a chance for marketers to influence the customer and successfully reach and serve our clients as a business. For example, in relation to my place of work (a life insurance broker), the evaluation stage is when we’ll showcase all life insurance options available, what’s suitable for them personally and compare pricing to not only help the customer but invite them in to exploring their options. 

When the customer is making an important decision, in this case the product of life insurance can be a very sensitive subject, it’s important to have a big level of involvement and support from the selling end. Offering information and options can stop the customer from wanting to look elsewhere. 

The theory of cognitive dissonance by Festinger, L, is a critical element that is thought about after purchase. Customers may second thought their decision or find alternatives. In life insurance this is common, therefore by making sure you have follow up interactions or reach out via email/ customer support, it shows you care for the customer and not just trying to make a sale. This can result in an outcome of customer loyalty and good reviews (to entice other future customers).