Title: Marketing's Power to Shape Consumer Wants and Needs

Marketing is a powerful force in today's consumer-driven world. It plays a pivotal role in

bringing attention to a business’ offerings through broadcasting to a range of people with wider

options compared to bartering days. In recent times, it has been debated whether it creates or

satisfies consumers’ wants and needs, since the advent of big businesses such as eBay, Alibaba

and especially Amazon with its hand on virtually every product and service on the market. While

some argue that marketing merely reflects the existing wants and needs of consumers, it has been

shown that through an intricate blend of advertising, branding, and consumer psychology,

marketers have the ability to influence and even create consumer desires. Through these methods

it will show that marketing is not merely a passive mirror of consumer wants and needs but

rather an active catalyst in molding them.

Marketing is fundamentally about persuasion. It is the art of convincing consumers that they

need a particular product or service through a blend of advertising measures. One classic

example of this persuasive power is the fashion industry. Fashion magazines, such as Vogue,

Elle, and Harper's Bazaar, often feature high-quality, visually appealing advertisements that

showcase the latest fashion trends. Marketers excel at creating trends and convincing consumers

that they need to stay up to date with the latest styles. For instance, a few decades ago, owning a

simple wardrobe was sufficient, but today, the constant stream of fashion marketing has led

people to believe they need an ever-expanding collection of clothing. Marketing has the ability to

create artificial needs, making consumers believe they require products or services that were

previously non-existent or overlooked. A prime example of this is the smartphone industry.

Before the advent of smartphones, basic cell phones fulfilled the communication needs of
consumers. However, with the relentless marketing efforts of companies like Apple and

Samsung, consumers now perceive smartphones as essential tools for daily life, including

socializing, working, and even shopping. The consumer demand has yet therefore, increased, by

giving consumers a taste of “fresh” and new products and services, thereby, inventing want or

need that was otherwise absent. This demonstrates how marketing can invent new needs and

drive consumer demand accordingly.

Branding is a powerful marketing tool that goes beyond reflecting consumer wants and needs;

it creates an emotional connection between consumers and products. Consider the iconic Coca-

Cola brand, for instance. While people may have basic thirst-quenching needs, Coca-Cola's

marketing campaigns have made consumers associate their product with happiness, togetherness,

and celebration. This emotional connection is not a reflection of consumers' original wants and

needs but rather a deliberate construction by marketing efforts to shape them. In the digital age,

social media has become a dominant platform for marketing, and it significantly contributes to

shaping consumer desires. Social media platforms are designed to capture users' attention and

influence their preferences. Companies use algorithms to analyze user data, tailoring

advertisements to individual interests and behaviors. This personalized approach actively shapes

what consumers perceive as desirable. For example, if a user frequently interacts with posts

about fitness, they will be bombarded with advertisements for workout equipment, supplements,

and fitness apparel from software such as Google, leading them to believe they need these

products to achieve their fitness goals. Celebrity endorsements are another tool in the marketer's

arsenal that actively shapes consumer wants and needs. Celebrities are seen as role models and

trendsetters, and when they endorse a product, it can create a powerful association between the

product and the celebrity's image. A study by the Harvard Business Review found that celebrity
endorsements led to an average sales increase of about 20% across a range of products. For

instance, the partnership between Nike and basketball legend Michael Jordan has not only

boosted Nike's sales but also influenced consumers to believe they need Nike products to be

associated with greatness, athleticism, and success.

Marketing often capitalizes on the fear of missing out (FOMO), a powerful psychological

phenomenon. Through limited time offers, exclusive releases, and tantalizing promotions,

marketers can make consumers feel like they need a product or experience to avoid missing out

on something special. For instance, the hype surrounding Black Friday sales, or the release of a

new iPhone model generates a sense of urgency, making consumers feel that they must

participate to stay in the loop. Throughout the ages it has been said, “One should not make

permanent decisions based on temporary urges.” However, this fear of missing out actively

shapes and capitalizes on consumer behavior and desires. Behavioral economics has shown that

small nudges can significantly influence consumer choices. Marketers use these psychological

principles to actively shape consumer preferences. Placing higher-priced items next to mid-range

options can make the latter seem like a more attractive choice. For instance, restaurants often use

anchor prices (e.g., listing a high-priced dish next to a moderately priced one) to make other

menu items seem like a better deal. Empirical studies have shown that customers tend to choose

items that appear relatively cheaper when presented alongside higher-priced options.

Additionally, just as a moth is captivated by a bright light during the night, the use of persuasive

language and design in advertisements can manipulate consumers into choosing certain products

or services. These subtle tactics exemplify how marketing actively guides consumer choices and

desires.
 In conclusion, marketing is far from a passive reflection of consumer wants and needs; it is a

dynamic force that actively shapes them. Through a distinctive amalgamation of promotional

artistry, brand cultivation and the science of consumer behavior, marketing actively molds

consumer preferences and desires. While this power can be used for both positive and negative

purposes, it is crucial for consumers to be aware of the influence of marketing and make

informed choices. As we navigate the consumer-driven world, we must recognize that marketing

is not just a mirror but a masterful sculptor of our desires, and we should approach it with a

critical eye and a discerning mind.

By Denzel December.