Demand creation: how to turn latent needs into attractive markets
The future of marketing / 2 / In increasingly saturated markets, growth does not necessarily come from selling existing products more effectively. Demand creation moves marketing upstream: it identifies latent tensions and unexpressed desires and transforms them into new, profitable and sustainable markets. To succeed, brands need to understand the deep motivations that drive consumer choices – desirability, belonging, status, security and comfort – and translate them into products, experiences and narratives capable of changing how a category is perceived. Today, true innovation is not about satisfying demand or adding more supply to existing markets, but about imagining – and building – new spaces for value creation.
