Amazon.com. Spend less. Smile more.

The research indicates that Americans today are seeking connection with others who share their values. But they’re not involved in communities that typically provide deep ongoing connection, membership, and life-honoring rituals. Best-selling author and marketing guru Seth Godin writes that people today want connection more than material things. He

In today's affluent consumer societies, that drive means decision making on new products, services, and experiences becomes inextricably linked to identity. Through their consumption, your customers are pursuing nothing less than the self-improvement—physical, mental, emotional, spiritual—that can help them transform into their ideal selves.

Members love membership models because they fulfill powerful human drives—like needs for affiliation and prestige.