Badge of belonging
Most people looking to solve a need in their lives aren't just looking for products based on benefits and price. Benefits are important but they're not everything. Customers are looking for deeper connections to the products they buy and the brands they support with their hard-earned money. People are looking for shared values, belief and to be a part of a tribe. "People like us do things like this" as marketing author Seth Godin has brilliantly distilled in his books, videos