People like us do things like this.
A mantra introduced to me by reading Seth Godin, but a cultural mindset that is evident wherever you look. Whether it’s the latest fashion, politics or the new bar to have your next Instagram photo in, there’s no denying that so many of our decisions are based on how we see ourselves and how, therefore, we can best maintain that image.
The reverse is also true. More and more we define ourselves by what or who we’re not. For fear or being like ‘them’ we do/say/think/buy/post ‘this’.
When everything is a reflection of who we are or who we are not, it can easily trump more rational arguments when it comes to our decision-making.
I’m not sure I have an answer or a real marketing point to make here. Should brands get off the fence and become advocates for certain causes, even at the risk of turning away a portion of their customer base? I’m not sure. There’s certainly an argument for considering it.
But, one thing that is certain is the power and influence of ‘groupthink’ or ‘herd mentality’.
Brands can’t afford to underestimate it.