5 Levels of 'Consumer Wants Pyramid' methodology.

Let me introduce you to a tool called the Consumer Wants Pyramid. We extensively use this tool in building brands, and I developed it based on Maslow's Hierarchy of Needs.

So, what do I mean by the Consumer Wants Pyramid? Let me share a story. Whenever I encountered clients, especially business owners—whether they are manufacturers or offer a product or service—they were always fixated on the quality of their products. For example, someone in the clothing industry would emphasize the quality of their fabrics. Someone in the leather industry would highlight the superior quality of their leather goods.

These business owners are often very proud of their product quality. They frequently claim, "Our product quality is so good, it doesn't require branding or advertising." This made me wonder: if that’s the case, why did they ask me, a branding expert, to meet with them? If their product is so exceptional that it sells itself, why do they need my help?

Of course, their products are fantastic in terms of quality, but consumers still aren't buying them. That's where the Consumer Wants Pyramid comes into play. To understand why consumers buy what they buy, you must understand this pyramid.

The pyramid consists of five levels:

1. Pleasure, Comfort, and Joy (Level 5): We buy many things because they bring us pleasure, comfort, and joy—not necessarily because of quality, but because they fulfill these emotional needs.
2. Trust and Peace of Mind (Level 4): We buy certain products because they provide us with trust and peace of mind. For example, you might choose a particular brand because it gives you a sense of security and assurance.
3. Social Respect and Belonging (Level 3): Many of our purchases are driven by a desire for social respect and a sense of belonging. If you reflect on your own purchases, you’ll notice that some were made to enhance your standing in society.
4. Self-Respect and Self-Esteem (Level 2): A significant portion of our purchases cater to our self-respect and self-esteem. These purchases make us feel good about ourselves.
5. Greater Good (Level 1): We buy certain services or products because they contribute to a greater cause. Take Warby Parker, for instance. When you buy a pair of glasses from them, 50% of the money goes towards manufacturing another pair for someone in need. People choose brands like Warby Parker because they support a larger cause. Similarly, many consumers prefer cruelty-free personal care brands because they align with their values.

So, as you can see, the Consumer Wants Pyramid has five levels, each with specific attributes that serve as motivators or drivers. Business/Brand owners need to understand that consumers don't buy 'Quality'—they buy 'Wants.' Once you grasp this concept, you can position your product or brand better.

Consider Apple, for example. The company manages to fulfill all five levels:

• Greater Good: Apple engages in eco-friendly practices, such as recycling and upcycling.
• Self-Respect and Esteem: People often gift themselves Apple products as a symbol of accomplishment or self-worth.
• Social Respect and Belonging: Apple is a cult brand, that offers a sense of community and belonging.
• Trust and Peace of Mind: Apple provides integrated software and hardware solutions, along with strong warranties, fostering trust and reliability.
• Pleasure, Comfort, and Joy: Apple products are user-friendly and designed to bring joy to their users.

Apple’s ability to touch on all these aspects is one of the reasons why they are so beloved by customers.

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