Harnessing the power of desire

How could – and should – brands tap into human desire to create deeper engagement with consumers?

This question was discussed in detail yesterday at the Glasshouse roundtable, ‘A Brand Vehicle Named Desire’. We heard from journalist and author, Anna Simpson, on the findings presented in her new book ‘The Brand Strategist’s Guide to Desire: How to give consumers what they actually want’, and welcomed sustainability, marketing and communications experts from a range of organisations to discuss how it is that brands can align their purpose and values with what people want.

A few key themes emerged:

• Consumers have lost trust in corporates. In the light of tragedies such as the Rana Plaza factory fire, and supply chain issues such as the horsemeat scandal, consumers are demanding greater transparency from brands – and they want companies to communicate candidly about their operations.
• Brands need to have a better understanding of what fully-rounded consumers really want in their quest for a healthy, fulfilling life.
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