Tech Changes, People Don’t

Hey!

People love to talk about how “the consumer has changed.” Buzzwords like “digital-first,” “experiential marketing,” and “hyper-personalization” dominate the conversation.

But here’s the thing: human beings haven’t evolved much in the last... ever. The tools may have changed, but the core behaviors? They’re the same. People want value, respect, and convenience. Always have. Always will.

The Myth of The New Consumer

Marketers love to declare that “consumers have evolved,” but history tells a different story. People still want to feel understood, crave convenience, and expect great service. And while we like to think decisions are logical, they’re emotional first—rationalized later.

Look back to the early 1900s: Sears catalogs offered variety and convenience, revolutionizing shopping for their time. Fast forward to today, and Amazon Prime thrives on the exact same principles.

The insight? Trends will come and go, but the core of consumer behavior remains constant. Focus on what people always want, and you’ll stay ahead.

Timeless Truths

Consumer behavior? Maslow nailed it. Every decision comes down to core human needs—timeless truths that never change.

• Physiological Needs: Coca-Cola meets the most basic need—hydration. But it goes beyond that, turning a simple beverage into a symbol of refreshment and shared moments.

• Safety Needs: Volvo has built its legacy on one thing: safety. From crash-test innovations to reassuring ads, Volvo gives drivers confidence that their families are protected.

• Belonging: Facebook (Meta) satisfies our need for connection. It’s where friends, families, and communities come together, bridging gaps and fostering relationships.

• Esteem: Rolex speaks to achievement. Owning a Rolex isn’t about telling the time—it’s about announcing success and earning respect.

• Self-Actualization: Nike embodies growth and potential. Its “Just Do It” ethos motivates people to overcome limits and strive for greatness, on and off the field.

Each of these brands wins because they align with timeless human needs, proving that great marketing starts by understanding what truly drives people.

The Tools Change, But Not People

Tech changes, humans don’t. The printing press didn’t create a need for news—it made it easier to get. Social media didn’t invent connection—it scaled it.

Bezos got it right: “Start with the customer and work backward.” People want convenience, speed, and trust.

Platforms are tools—use them to amplify what’s timeless, not chase what’s trendy. Master the basics, and every tool works for you.

Climbing The Benefit Ladder

As a strategist, the benefit ladder is my go-to tool before crafting any brief. It’s a simple yet powerful framework that ensures we solve consumer problems and satisfy their desires. Here’s how it works:

Why It Works

The benefit ladder forces you to focus. It’s not about overloading the consumer with features; it’s about creating a clear, concise story that connects the product to their needs and desires.

So, next time you’re staring at a blank brief, start with the benefit ladder. It’s not just a framework—it’s a strategy to create products and campaigns that truly matter.

If you found this helpful, share it with a friend or colleague who might need a fresh perspective. Let’s all climb the ladder to better marketing. Have an amazing week! 🚀

Best,
Marti