Better addressing identity

Great brands connect to people in meaningful ways. They often find a way to create relevance and appeal at a very individual level.

Our individuality, or identity, is a wonderfully complex combination of physical, emotional, cultural, and spiritual components. Some aspects of our identity are purely personal; others position us as part of a group, tribe or collective.

We are increasingly finding brands and businesses asking how they can forge stronger connections by better understanding the role of identity in driving behaviour. 

Which elements of what make us unique are truly determinant in driving the choices we make about products, channels & services? How can this insight reveal groups that feel historically underserved or disenfranchised, where we can provide much better solutions?

As an example, we recently worked with an FMCG client to gain greater depth of understanding of the unique attitudes, motivations and needs of a specific identity group and how these might differ from the general population. 

We also sought to de-average this group and understand what was most important...