Sugarman Trigger #13 - Desire to Belong

We all want to fit in somewhere. Joe Sugarman nailed it when he said the “Desire to Belong” is one of the biggest motivators in marketing. The image says it all: one guy stuck outside the fence, the others having a great time at the BBQ.

Why this trigger works

• People buy identity, not just products.
• Belonging satisfies our social needs (Maslow’s hierarchy, anyone?).
• Brands that form tribes create emotional loyalty that beats discounts every time.
• It’s easier to join than to stand alone.

Examples in the wild

• Jeep’s “Go Anywhere, Do Anything” community rallies worldwide.
• Harley Davidson sells freedom, but really it’s about the biker brotherhood.
• Apple’s “Think Different” crowd formed its own culture.
• Peloton riders share leaderboards, hashtags, and a lifestyle.
• Supreme’s drops let buyers say, “I’m part of the in-crowd.”