The real deal behind: Bring meaning to people's lives.

It's not news anymore that we are living in an experience society. That means: Consumers will pay more for experience than they will do for products and services.
We live in a highly social-connected society indeed but this is still a highly social needy society. People feels lonely like never before although we have so much new ways to connect. In this context Brands that delivery delight and incantation drives consumers to a very much appreciated, and rare nowadays, excitement state that helps fulfill unmet needs that are rare to find these days.
According to the world famous life coach Tony Robbins people will search in every interaction for six basic human needs. And they are:

1) Certainty
2) Variety (surprise)
3) Significance (relevance)
4) Connection
5) Growth
6) Love

If these are the six basic needs we search for, and if we were always humans... So what changed?
During the information age the lack of the natural availability of some of these needs had expanded, which made consumers turn their expectations on finding a way to fulfill those needs through their Brand interactions.
In that process of fulfillment consumers started to look for Brands that:

1) Brings more certainty to their lives.
2) Fulfills their lives with more variety, by surprise them more often.
3) Helps them be more relevant and state their personalities.
4) Helps them connect better and more.
5) Teaches them stories, help them learn and growth.
6) Brings more love to their lives.

All brand interactions, to be relevant, must to be aligned and aware of this endless search. And I think that's the real deal behind the cliché: Bring meaning to people's lives.

Think about your interactions. Is your Brand ready?