What is our job as marketers? Is it content creation, content curation, storytelling, native advertising, word of mouth, point of purchase, social media, algorithms, big data, AI, SEO, CRM, CSR, CPC, CTR, KPI, and ROI? Or is it understanding the basic human motivations and needs that drive our behavior? Recognizing these motivations and needs, we could create products that cater to them. We could effectively communicate our offerings, and ultimately form a long-term relationship with the consumer base.
The media and the tools that we use continuously change and evolve. We have gone from cave paintings, through oil painting, through photography, through film, through digital, to social media, that will be followed by the next big thing. Yet, the basic human motivations and needs have remained largely unchanged since the deep past when we lived in small hunter-gatherer groups.
A narrow specialization in one medium or in one tool is hazardous for a number of reasons. First, specific media and tools will inevitably become obsolete and will be replaced. Second, a narrow specialization could often lead to the overemphasis of short-term response activity over long-term relationship building.
Marketing, in order to be effective, needs to acknowledge our ancestral past and to adopt metaphors linked to humans’ underlying motivations. Evolutionary psychology, that is the study of the innate programs of the human mind, can be a powerful tool for exploring the complex human condition. For these reasons, I founded Evolutionary Inc to help companies and policy makers use evolutionary psychology to improve their marketing and advertising. Today, I feel confident to predict that the next revolution in marketing will come from a better understanding of the innate programs of the human mind.
The next revolution in marketing will come from a better understanding of the innate programs of the human mind.