"Once in a While You Get Shown the Light" – Why People Insights Drive Real Marketing Impact That Grow Confident Brands
I get asked this question often from team members..."Where do we start?"
Ever wonder why some brands fall flat while others create genuine connection? The secret isn't in the numbers—it's in understanding what makes people tick. And using those people insights to build a brand foundation and messaging house to guide all brand development.
As marketers, we're obsessed with data. Rightfully so, but what about the emotional drivers behind consumer choices? What if the path to better marketing isn't more analytics, but deeper human understanding?
The 8 Eternal Motivations: What's Really Driving Your Audience?
When we started at PosiGen to build a growth marketing mindset and brand standards, we needed to prove both quantitative and qualitative research could get everyone a North Star for the brand to look to.
We looked around for the most thought provoking experts to help us go through this journey and quickly. The company already had 10,000 or more customers and we were about to embark on a partnership with Human Resources to deliver our mission, vision and values for the organization. Our research from The Paragraph Project's Slow Culture Study reveals eight universal motivations that transcend all demographics:
Expression: Why does Nike's "Just Do It" resonate so powerfully? Because it's not selling shoes—it's offering identity.
Achievement: When Peloton promises transformation, not just exercise, they're tapping into our desire for accomplishment. How could your brand celebrate the journey?
Connection: Remember sharing a Coke with someone's name on it? That campaign worked because it made a mass-market product feel personally connecting.
Security: In today's uncertain world, how might your brand offer a sense of stability that goes beyond features and benefits?
Vitality: Red Bull doesn't sell caffeine—it sells aliveness. What aspect of your product makes people feel more vibrant?
Restoration: Airbnb brilliantly shifted from selling accommodations to selling restoration experiences. What reset does your audience crave?
Discovery: Apple's product launches create genuine excitement. How could your marketing spark that same sense of discovery?
Responsibility: Brands like Patagonia don't just sell products—they invite customers into a shared mission. What larger purpose does your audience care about?
Moving Beyond the Spreadsheet
What motivations drive your ideal customer? A 22-year-old and a 55-year-old might share the same core desire for achievement or restoration, despite different demographics. We found that moment when one opens a non-negotiable utility bill each month, the universal desire to find savings or earn more sparked a moment.
While AI tools offer valuable insights, the magic happens when we combine data with genuine human understanding. We added current customer and former customer focus group interviews and also surveyed our longer tenured customers.
Ask what universal motivation is your brand uniquely positioned to fulfill? How might shifting your focus from demographics to emotional drivers change your approach?
How to Apply This in Your Work
Go beyond demographics. Look at what drives your audience emotionally. Go deeper than surface level psychographics.
Segment by motivation, not just age or income. A 22-year-old and a 55-year-old can both crave achievement or energy independence!
Use AI tools, but don’t rely on them alone. Data shows trends, but real connection comes from real human insights. In a pinch? With the right expert prompt skills one can build customer personas in various GPTs, but that’s only a starting point.
Great marketing doesn’t just tell stories—it taps into what people truly care about. Start thinking beyond the data, and you’ll create marketing that moves people in the long run.
Learn More:
📖 The Slow Culture Project – The Paragraph Project
📊 The Psychology Behind Consumer Motivation – Harvard Business Review
🎯 How AI and Human Insights Work Together in Marketing – McKinsey
🔍 Case Studies on Emotional Branding – Branding Strategy Insider
Let's continue the conversation—which motivation resonates most with your audience, and how are you tapping into it? Share your thoughts below! 👇