Why Do People Start and Join Movements?

As we’ve seen in the preceding chapter, a number of brands have been successful at getting people to rally around a big idea—and in so doing, have managed to spark a movement that strengthens the relationship between the consumer and the brand, while also helping to bring about some type of change in the culture. Looking at how this has benefited some brands, it’s easy to see why a marketer might want to attempt this. But why does the public join in? What are people seeking from this type of enlarged, deepened relationship with a brand or a cause or even just an idea?

In this chapter, we’ll explore the motivations and impulses that drive people to join, or in some cases launch, movements of all ...

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