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Tuesday, December 7, 2010

The deeper motives and mentality of gift giving

Today’s Research Brief highlighted results of the Liberty Mutual "2010 Responsible Giving Survey," and sheds light on the how and why… behind the way people buy gifts. Click here to read the full story.

Implications: I smiled at the finding that 49% of men say their spouse handles the gift-buying responsibilities, but women answered that question with 75%. (Still, it seems, she is not getting the credit she thinks she deserves!)

Some gifts are given out of obligation, others out of love, others out of appreciation, and others out of tradition. The truth is, reasons for giving could be virutally infininte. But, why would someone presented the gift of your product or service (if it would make an appropriate or logical gift)? Does your messaging speak to that motive… and satisfy the benefits sought by a gift buyer?

If it truly is better to give than receive… why should people want to give what you offer?

Mike Anderson

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