The 'inclusion' that identity brings

I've frequently written about how the desire for a certain 'identity' lies at the heart of consumption. Of brands, not commodities, mind you. In this context its also important to note that as much as consumers engage with brands to enhance and exhibit their selves, they may even do so to ensure their identities are protected. To ensure they aren't erased.

Fear of loss of one's identity is as potent as wanting to build and exhibit one. Marketer messages can be fashioned either from a point of view of helping consumers enhance and exhibit their selves, or protect their selves from being lost in a world that's adept at ignoring them. That is, the brand proclaims, Use me and you have a 'place' in the world. Else you are an nobody.

Note Gavin de Becker's brilliant take on the issue of identity and how humans would go to lengths to preserve that. 'Surveys show that ranking very close to the fear of death is the fear of public speaking. Why would someone feel profound fear, deep in his or her stomach, about public speaking, which is so far from death? Because it isn't so far from death when we link it. Those who fear public speaking actually fear the loss of identity that attaches to performing badly, and that is firmly rooted in our survival needs. For all social animals, from ants to antelopes, identity is the pass card to inclusion, and inclusion is the key to survival. If a baby loses its identity as a child of its parents, a possible outcome is abandonment. For a human infant, that means death. As adults, without our identity as a member of a tribe or village, community or culture, a likely outcome is banishment or death.'

Comments

Eric said…
Loss of identity. So true...

In my recently published Christmas novel, the main character, Ian, has to undergo some management training. However, he almost backs out when he discovers that public speaking is part of the deal!

He sticks with it, though and soon learns an interesting technique from one of his internet searches. It's all about how to mingle and network with people before an event. He tries some of the tips by helping his new friend, Elise, with some administrative functions prior to the speech class. It gives him an opportunity to chat with some of the other class members. He discovers that they have many of the same likes and dislikes as he does. Fears too! It makes him feel a lot better. And, in the process of going around the room, he feels kind of like a host. It's a real confidence builder!

You might say that he found inclusion and I would agree.

All the best!
Eric Dana Hansen, Author of "IAN, CEO, North Pole"
www.ianceonorthpole.com
sir...

if we look at the trio of needs...it shows there are people of 3 kinds...seeking power, affiliation and achievment where the first two..do have a relation with people...but in case of those seeking for achievement generally regard personal achievement as an end in itself...and they dont really care wat people have to think about them...so my question is...do the people coming under the third category of 'ACHEVMENT seeking'also have this fear of loosing self identity...???

thanking you..
yours obediently
vipul rai

Popular Posts