fbpx
  • HOME
    HOME
  • OUR WORK
    OUR WORK
  • OUR BLOG
    OUR BLOG
  • SHOPPER MAGAZINE
    SHOPPER MAGAZINE
    • VOLUME 6
      VOLUME 6
    • VOLUME 7
      VOLUME 7
    • VOLUME 8
      VOLUME 8
    • VOLUME 9
      VOLUME 9
    • VOLUME 10
      VOLUME 10
  • NEWSLETTERS
    NEWSLETTERS
  • SHOP WITH ME™
    SHOP WITH ME™
  • CONTACT US
    CONTACT US
  • SOCIAL FEEDS
    SOCIAL FEEDS
  • SOCIAL FEEDS
    SOCIAL FEEDS
CONTACT INFORMATION
Level 1, Tasman Building
16-22 Anzac Ave
09 300 4666
LATEST TWEETS
avatar-twitter
goodenergi
Follow On Twitter
Whole Foods founder John Mackey on having Jeff Bezos as a boss https://t.co/VHqKnIGFDs
13 days ago - goodenergi
2020 Was a Watershed Year for Retail Bankruptcies https://t.co/2Z4Po8PeoP
16 days ago - goodenergi
That's a wrap! As for many of us, 2020 has been a wild ride for Energi. While reflecting over the year that's been,… https://t.co/IHrp5mERwf
27 days ago - goodenergi
Energi December 2020 It's A Wrap - https://t.co/V3JF0SOkmx
30 days ago - goodenergi
INSTAGRAM FEED
  • Put your feet up this weekend with a copy of @unomagnz’s latest issue, featuring these two incredible @sheeo_world Activators who are doing their part to drive global change and uplift other women in the industry - and we’re loving it!

Link to the full article in our bio. 👆🏻
  • Once again, here at Energi it’s business as usual but remotely. Stay safe everyone.
  • Calling our fellow bookworms, today is for you! 📚

From your favourite sun-lounger spot, or perhaps tucked away in bed, there is no better way to celebrate #BookLoversDay than by kicking back with your favourite read. 

Check out our latest blog post to discover a few of our most-loved classics. Link in our bio!
  • Happy #InternationalBeerDay! 🍺

In honour of this fun global event, we’re very excited to share our most recent brew, Energi Rapsody!

What technically is a ‘Rhapsody’ you ask? It's a piece of music written without a formal structure, expressing powerful feelings and emotional excitement. In that note, our limited edition beersie is rich with highly contrasted tasting notes and colour!

This fresh brew is a Bohemian Pilsner with black pepper hops and spicy herbal undertones, that will take you on a journey.

Rhapsody comes along with a curated playlist of Rhapsodies to give you the full experience. 

Check out the playlist link in our bio!
logo-mobile-energi
  • HOME
    HOME
  • OUR WORK
    OUR WORK
  • OUR BLOG
    OUR BLOG
  • SHOPPER MAGAZINE
    SHOPPER MAGAZINE
    • VOLUME 6
      VOLUME 6
    • VOLUME 7
      VOLUME 7
    • VOLUME 8
      VOLUME 8
    • VOLUME 9
      VOLUME 9
    • VOLUME 10
      VOLUME 10
  • NEWSLETTERS
    NEWSLETTERS
  • SHOP WITH ME™
    SHOP WITH ME™
  • CONTACT US
    CONTACT US
  • SOCIAL FEEDS
    SOCIAL FEEDS
  • SOCIAL FEEDS
    SOCIAL FEEDS
logo-energi
logo-mobile-energi
To Blog
HeartofDemand

Deep in the heart of demand

April 30, 2018
-
Shopper Behaviour, Shopper Experiences, Shopper Vol 6

Notes from the retail front line.

A few years ago the eminent Zoologist Dr Desmond Morris was asked why people relate to some advertisements and not to others.

As an expert who has spent his career studying humans as an animal species, he put forward the insight that there is a set of seven deep, ancient, underlying drivers that shape our lives. These are core ingredients that we continually seek out in our day-to-day lives. They provide us with a framework for what is important for our survival, our social order, and our individual wellbeing. While there are cultural nuances and individual preferences in how they play out, these human drivers are universally relevant for all people.

Therefore, people are more likely to relate instinctively to advertising that taps into one or more of these drivers, and less likely to relate to advertising that doesn’t. Similarly, this same set of human drivers is equally relevant and influential for the products we buy, and where we shop. They are relevant for big, life-defining decisions and also for the small details of what we choose for the dinner table.

These are the seven keys to being human.

CURIOSITY

We’re naturally attuned to things that are new and shiny. We love experimentation and to seek out new sensations. This trait has fed our ability to innovate, evolve and progress. On an everyday level, this translates to us wanting to try new foods at the supermarket, to meander through exotic marketplaces, to enjoy a thrill, or experiences that reward us and provide life’s images to share.

PARENTING

Our in-built sense of nurture, love and caring is a very powerful driver. It teaches us to take care of others close to us, with the reciprocal implication that we will be taken care of in return. In everyday life, this is found in many different situations. It is the family roast, it is comfort softened towels, it is the treats in the grocery shopping, and it is the premium pet food.

STATUS

The influence of status is very strong and manifests in several different ways, such as power, honor, prestige, winning and self-esteem. We love things that provide us with a feeling of superiority, whether it is physical prowess, or moral high-ground, or being superior and ahead of the pack. In everyday terms, we see this in many forms: elite luxury brands like Dior, premium quality ice cream like Lewis Road Creamery, authority brands like Mercedes-Benz, or the deli experience of Farro.

HEALTH

It is not surprising that we are strongly drawn towards things that enhance our health and wellbeing. After all, it is directly linked to our survival. As humans, we cleverly find ways to interpret health cues. In most cultures (Western in particular) we attribute health with youthfulness and energy. These swing us closer to the start of life and away from ageing and death. Something that makes us look or feel younger is a powerful virtue and a compliment. Demand for health permeates many different categories in different ways. Some add healthy elements like milk with added calcium. Some remove harm like low-fat yoghurt. Some offer life support such as diet plans. Some provide quick fixes like botox.

PROTECTION

Life is fraught with hazards and risks, and consequently, we have a natural urge for protection. Our learning brains allow us to distinguish both overt safety threats and more perception-based risks. To mitigate risks we seek out peace of mind. We seek safety in child-proof packaging, and in a 5-star safety rating for our car to address immediate threats. The obvious example of peace of mind is insurance, but it can also be found in other aspects of life such as the demand for dietary supplements. We accept that they might not have an immediately perceptible effect, but we take them as a precaution against illness.

SEX

As they say, sex sells. Desmond Morris makes an important distinction however, between the feminine and masculine interpretations of the sex driver. With the feminine perspective, the sex driver is about securing the future. It is about successfully passing our DNA on into the future through our children. Romantic advertising imagery of the tender caring smile, the safe harbor of broad shoulders, and the thoughtful attention of good manners all speak to this idea. With the masculine version, the sex driver is a matter of conquest, or successfully attracting a mate through physical prowess. Intense signals of testosterone, strength and hard power are abundant in shaving and deodorant brands that are designed to galvanize the raw appeal of the man.

TRIBALISM

People are naturally social. Through pair bonds, families and communities we achieve important benefits of safety, greater sharing of skills and ideas, efficient use of resources, a diversity in our reproduction that creates resistance to genetic malformation, and a sense of identity. This pervades our lives in which team we support, what beer we drink, our music tastes and who we share our photos with. Tools like Facebook, Instagram and Snapchat provide direct access into our sense of community and tribalism. These seven keys to being human to illustrate why people are complicated. They also show how shoppers are much more than blank canvasses selecting on price, range and convenience. There is a rich underlying palette of influences that shape demand.

Tags
Lew BentleyShopper Vol 6
PREVIOUS POST
Facebook makes more… C-C-C-Changes
NEXT POST
What the hell is Blockchain
Newsletters
  • Energi November 2019 Newsletter
  • Energi October 2019 Newsletter
  • Energi September 2019 Newsletter

Related News

Other posts that you should not miss
Blockchain

What the hell is Blockchain

April 30, 2018

… and why should I care?There’s a revolution bubbling under the surface that might just be as impactful as the internet …

Read More →
Shopper Technology, Shopper Vol 6
3 MIN READ
NewMum

Accidentally becoming a category expert

August 27, 2018

Finding out you’re going to become a mother for the first time can be an extremely joyous if not overwhelming situation …

Read More →
Shopper Behaviour, Shopper Experiences, Shopper Technology, Shopper Vol 7
3 MIN READ
Homegrown

Festival fever

April 18, 2019

The other week we joined the kids at Homegrown in Wellington. The cream of local music on five stages in one …

Read More →
Culture, Shopper Behaviour, Shopper Experiences, Shopper Vol 9
3 MIN READ
LATEST POSTS
  • November 2, 2020
    Digital Day Out 2020 Takeaways
  • August 8, 2020
    Our Top 8 Must Reads for #BookLoversDay!
  • April 21, 2020
    The world on leadership in a time of crisis
  • April 21, 2020
    Marketing hits and misses in the time of a pandemic
GET CONNECTED

Stay up to date with the latest news by Energi, about Energi as well as insights from the world of shopper marketing.

  • Put your feet up this weekend with a copy of @unomagnz’s latest issue, featuring these two incredible @sheeo_world Activators who are doing their part to drive global change and uplift other women in the industry - and we’re loving it!

Link to the full article in our bio. 👆🏻
  • Once again, here at Energi it’s business as usual but remotely. Stay safe everyone.
  • Calling our fellow bookworms, today is for you! 📚

From your favourite sun-lounger spot, or perhaps tucked away in bed, there is no better way to celebrate #BookLoversDay than by kicking back with your favourite read. 

Check out our latest blog post to discover a few of our most-loved classics. Link in our bio!
  • Happy #InternationalBeerDay! 🍺

In honour of this fun global event, we’re very excited to share our most recent brew, Energi Rapsody!

What technically is a ‘Rhapsody’ you ask? It's a piece of music written without a formal structure, expressing powerful feelings and emotional excitement. In that note, our limited edition beersie is rich with highly contrasted tasting notes and colour!

This fresh brew is a Bohemian Pilsner with black pepper hops and spicy herbal undertones, that will take you on a journey.

Rhapsody comes along with a curated playlist of Rhapsodies to give you the full experience. 

Check out the playlist link in our bio!
  • July 2020 will be remembered as the month for social media going dark.

At Energi, we joined the global boycott initiative over the last 30 days in order to express our disappointment in key social media platforms allowing hate speech to fester unheeded. 

Read more about this, along with the other exciting things we and our clients have been up to during this period in our latest newsletter. Link in our bio. ✨

#GoodEnergi #BlackOut2020
  • Another year has rolled by and we are back to Matariki Festival and the new year. We recommend visiting Takutai Square at Britomart to get your hands some  delicious hangi by the @themaorikitchen and watch daily kapa haka performances

 #heartofaklcity #matariki #hangi @heartofaklcity
  • A very happy belated birthday to our amazing account directors, Melissa and Pen. ✨ 

We are so grateful for both of your diligence and hard work over the years.

You both bring so much joy to our team and clientele, we appreciate all your contributions to making the magic happen.

Special thank you to @bluebellscakery and @flowersafterhours for helping us spoil our girls. 

Let the celebrations roll on! 🥂
  • What a day! 🙌🏻 Last Friday, the Energi team ventured over to Waiheke Island for a strategic planning Away Day.

It was an action packed day filled with lots of hard work, followed by an amazing gin-making session with @thebotanicaldistillery and a divine meal at @mudbrick_nz in the evening.

2020 Here we come!👊🏼 #GoodEnergi #AwayDay2020 #WaihekeIsland
  • Our front door has undergone a bit of a makeover to include the newest addition to our family on Anzac Ave…

Very exciting times ahead!

#GoodEnergi #ArugaNZ #Headlight #Partnership
  • The cat’s officially out of the bag! 😻

We’re very excited to announce that Energi is partnering with @aruga_nz, one of Australia’s most dynamic PR agencies.

Rated the top PR agency in Australia last year, this amazing agency has a lot to offer the NZ media and communications landscape.

Backed by solid experience, Aruga has an enviable client portfolio of more than 120 big-name brands, local legends and small challenger brands in Australia and has now turned its attention to New Zealand.

Aruga NZ will be based out of our office on Anzac Ave, so drop by if you are interested in having a chat.

We are excited about what 2020 holds for us all.

#GoodEnergi #ArugaNZ #PR
  • We’ve had a fun day in the office shooting with our newest client @thefloristaklairport. Life is always brighter with flowers! 💐
  • Happy birthday for Saturday 23 May @vishalponnappa. Thank you for your diligence, integrity, creativity and strategic smarts that you bring to the Energi clients everyday. Enjoy your next 12 months traveling around the sun and your @jumpinggoatliquor birthday gift with our sincere best wishes and appreciation.

Copyright 2020 Energi Advertising Holdings Ltd

Deep in the heart of demand | Energi Advertising