Superhuman
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Superhuman
While the most recent chapter of consumer drove us from prioritizing possessions (purchasing physical goods) to emphasizing experiences (spending on events and travel), I believe that the next leg will lead us from emphasizing experiences to treasuring transformation (buying into a better version of ourselves).
Meera Clark • Finding Wealth in Health
But we know that people often go out of their way, pay a premium or suffer an inconvenience to buy a product that resonates on a visceral level with them.
Simon Sinek • Start with Why: How Great Leaders Inspire Everyone to Take Action
The idea is that it’s easiest to scale a product, harder to scale a service, and most challenging to scale a feeling. Here’s my take: while consumers might buy a product once because of a trend, they’ll buy a product twenty times because of a feeling. Ultimately, it is that ability to evoke a feeling in customers that creates the highest impact and... See more
Natasha Kim • Fresh Today, Faded Tomorrow? Brand Resilience in a Changing World
People buying premium or even super-premium like to justify every dollar by a return on investment. Premium means pay more, get more in functional benefits. Luxury is elsewhere: it signals the capacity of the buyer to transcend needs, functions, or objective benefits.