Why Brands Need to Put Consumers’ Wants and Needs at the Heart of Marketing Strategies

They want to be aligned with an organization’s values

Two people facing each other with the word need on the left and want on the right
Every audience is comprised of actual humans with very real wants, needs and values. Getty Images

In an age guided by engagement metrics, clicks, likes and follows, I find myself returning to a lesson that I learned early on in my career. As a marketer, your job is to listen to your consumers, and above all else, understand their needs, wants and motivations.

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Tesa Aragones is CMO of VSCO.