Why We Buy

THE

SPLURGE

REPORT

We’re stressed. We’re bored. And we’ve saved a lot of money along the way. There’s only one thing left to do: shop.

Splurging has fast become a major driver in our brand choices. And it’s here to stay.

Why We Buy is a series of investigations into the weird and wonderful motivations that drive our purchases, and how to align your brand with them for greater success.

Camp Jefferson

A LITTLE
PERSPECTIVE

Challenger brands win because they outsmart, not outspend. So we’re always looking at the world from new perspectives and challenging the past to find the path to future growth.

Audience Definition

MOTIVATION
BASED
AUDIENCES

It’s time we redefined how we define our target audiences.

Demographic-based audiences are the norm, but they don’t tell us why people choose. It’s their motivations that drive their purchase decisions, and this is how we need to define our target audiences.

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Barriers & Drivers

REASONS TO CHOOSE

How to avoid the trap of marketing expectations

Just because it’s true about your brand, that doesn’t mean it matters enough to be chosen. While your brand may have many Reasons to Believe, it’s the Reasons to Choose you that sway people’s decisions.

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Barriers & Drivers

BREAKING
THROUGH
STIGMA

Starting a conversation the world wants to avoid.

Overcoming the barriers to begin chosen is a difficult task for every brand. But how do you invite people to support your cause when our media, our culture, and our individual beliefs are standing in the way? When CAMH launched its suicide prevention campaign, success depended on the answer.

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CHOSEN BRANDS
GROW BUSINESS

Everything depends on being chosen. Understanding why people choose
tells you how to become the brand of choice. That's where we come in.