We've all experienced the curious behavior of keeping the packaging of a product even when it serves no practical purpose. But have you ever wondered why people do it? The answer lies in Motivations —the driving forces that go beyond functional reasons and influence our behaviors and choices.
By profiling more than 400,000 people in 70 markets across the world, we have identified six core Motivations that drive everyone at varying levels. Accomplishment, Affection, Information, Possession, Power and Protection. These six core Motivations are comprised of 25 sub-Motivations which are each defined by individual statements that help us dive deeper into the uniqueness of each person and their drivers.
In this blog post, we'll explore one of the six core Motivations, Protection. We'll delve into its characteristics, highlight some interesting facts, and demonstrate how understanding Motivations can empower marketers to connect with their target audiences on a deeper level. Get ready to discover the importance of safeguarding success and stability!
What is Protection Motivation in Marketing?
The Protection Motivation in marketing is closely linked to the desire to maintain or safeguard power. While the Power Motivation focuses on exerting influence from within, the Protection Motivation is more concerned with protecting yourself from external threats. Individuals whose core Motivation is Protection are driven by the need to shield themselves from harm, loss, or failure. This could stem from a deep-rooted desire to protect their hard-earned reputation or a recognition that stability and security are paramount. After all, there's nothing wrong with looking out for yourself, right?
Let's take a closer look at the sub-Motivations that define Protection:
Individuals with this sub-Motivation are motivated to defend themselves and their interests against potential threats or attacks. They take proactive measures to protect what they have worked hard to achieve.
To Avoid Failure
Avoiding failure becomes a significant driving force for individuals with this sub-Motivation. They prioritise stability and are driven to prevent any situation that could result in setbacks or disappointments.
To Prevent Harm
This sub-Motivation centres around the desire to keep oneself and others safe from harm. Individuals motivated by this seek to minimise risks and maintain a secure environment.
To Be Alone
While connected to Protection, this sub-Motivation focuses on the need for personal space and solitude. It stems from a desire to create a protective boundary and have time for self-reflection and introspection.
Nuances in the Protection Motivation
In our survey across various countries, we discovered that Taiwan, Hong Kong, and Japan are the only countries where Protection is the number one core Motivation. However, even within these three markets, there are distinct nuances that differentiate the Protection Motivation. In Japan, the top sub-Motivation within Protection is To Avoid Failure, while in Hong Kong, it is To Be Alone. For Taiwan, To Prevent Harm ranks as the top sub-Motivation.
Motivations in Action: Meet Jakob
Within dentsu X, we have individuals who express the Protection Motivation in their personal and professional lives. Let's meet Jakob, one of our dedicated dentsu X members, and hear his perspective on his Motivation.
Jakob Hake, Communications Planner at dentsu X
“There are definitely parts of the Protection Motivation that fit me. I tend to be more cautious and really consider how I position things or communicate with people. Looking at the sub-Motivations, I definitely like time on my own at times to recharge.”
Understanding Motivations: Empowering Marketing Strategies
Our in-depth Motivations study has revolutionised how our clients approach audience understanding. By unravelling data-driven human truths about their target demographics, we enable marketers to develop strategies that connect on a profound level. Instead of relying solely on demographics and consumption patterns, we now comprehend what truly drives audiences and shapes their decision-making processes. This knowledge empowers marketers to tailor creative messages and plan media and engaging offline events that align with the core Motivations of their target audience, breaking biases in product positioning.
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