How's Your Elasticity of Desire?
Adam Hanft
What’s your “Once Upon a Time”? Working with companies, brands, and brand leaders - world leaders, as well - to construct narratives that harmonize with this moment and anticipate the next.
Today the chatter in CPG Land is all about #priceelasticity, which is a misplaced metric for assessing the extent of shock absorbency that defines success in this inflationary period. But that's the wrong framework.
It isn't price elasticity that really, truly, and finally matters, What counts is the "elasticity of desire." How Spandex-y is the expansion potential of the emotional ligaments that connect consumers and brands?
When a consumer is in the store - or hovering chaotically over the buy button - from what neural depth emerges the slimy little brain signal that coos yes rather than warns no? Well, it emerges from the compounding fragments of desire: how the thing makes you feel; the blueprint of self it presents to others; how it makes it less treacherous to think of yourself as the person you want to be, but are not convinced you will ever be.
Consumer desire burns us into being.
So if you want your brand to defy the gravitational forces of these inflationary days, skip the reductionist abacus of price elasticity, and figure out how to grow, expand, and fully blossom the elasticity of desire.
CEO Lois Sasson Jewelry Design
2yAdam- I love the way you write. My fear is that humanity Is still attracted to Uber-man authority and even physical beauty. Why else would Trimp have so many followers. I wish our better Angels would step up and resist these primitive desires- but I think we aren’t there yet. ☹️
Co-Founder & General Partner, Siddhi Capital | Inc 500 CEO
2yCouldn’t agree with you more Adam!
What a relief: Something new to replace all the exhausted marketing tropes. This original thinking literally gets under the skin and into the sub-consciousness of what makes markets move. Bravo Adam.