People tend to focus their attention on things that match their own preferences, needs and desires. The me-first mentality is actually considered normal among consumers. The TMG research revealed that to attract consumers with a ‘a’me-first’ mentality, APAC consumers consider customizable options in their decisions to purchase online. According to the research, Gen Z is among those who eagerly pursue personalizations or customizations.
What is a ‘Me-First’ mentality?
The mentality is generally described as individuals who prioritize their own needs, desires, and interests above those of others. In simple words, selfish. However, in the context of consumers, the ‘Me-First’ mentality refers to individuals who prioritize their own needs, desires, and interests when making purchasing decisions.
Characteristics of Consumers with ‘Me-First’ Mentality
For businesses, knowing how “me-first” consumers behave is key. These shoppers prioritize their own needs and desires. When companies adapt their marketing and products to match these preferences, they could cater to customers who prioritize their own experiences and interests when buying.
Here are some key traits associated with a shopper who exhibits a “me-first” mentality:
Focus on Personal Needs
The “me-first” mindset means consumers prioritize their own needs, desires, and interests when making purchasing decisions. They are driven by what benefits them personally and seek experiences that cater to their individual preferences. For example, a consumer is looking for a smartphone with a high-quality camera due to their frequent use as a social media influencer.
Loyal to Preferred Brand
While this mindset means consumers prioritize their own needs, they may also prioritize loyalty to specific brands or products. It is because these brands cater to their preferences. For example, when someone has been using a particular brand of sports shoes for years, they develop a strong attachment to the brand. Hence, they will remain loyal since they associate it with their personal identity or past positive experiences.
Instant Gratification
These consumers may prioritize instant gratification when their own needs and desires are met. For example, a flashy advertisement for the latest model with a limited-time discount could attract an impulse purchase. prioritizing the immediate satisfaction of owning the newest gadget over considering long-term factors like durability or whether the features truly meet her needs.
Value Perception
A “me-first” consumer is conscious of the value equation beyond just price and quality. Attributes such as comfort, convenience, social and environmental values, health & wellness, personalization, nostalgia, or uniqueness play a significant role in their purchasing decisions
Constant Adaptation and Innovation
Businesses need to continually adapt and innovate to appeal to consumers with a “me-first” mindset who are always looking for new experiences and products that offer something different or interesting to them.
Phygital Reality
The integration of physical and digital experiences (phygital reality) is important in catering to consumers with a “me-first” mindset. This approach allows consumers to, for example, have a shopping experience where they can try on clothes virtually using augmented reality (AR) technology in-store. This integration caters to consumers’ desire for convenience and flexibility while prioritizing their individual preferences and needs.
Focus on Experiences
The “Me-First” consumer values experiences over just buying products or services. Retailers need to focus on experiential selling, retail entertainment, personalization, and promoting indulgence to cater to this consumer group
Personalization is the key
Providing personalized recommendations has become a pivotal strategy for businesses looking to enhance customer experiences and drive sales. When consumers have this type of mindset, it is important for businesses to cater to their own needs, interests and preferences. According to TGM research, here are some examples of what personalization looks like:
Personalized Recommendations Companies like Amazon and Netflix are renowned for their personalized recommendation engines that analyze user behavior and preferences to suggest products or content that align with individual tastes. For example, Amazon’s “Customers who bought this item also bought” feature offers personalized product recommendations based on past purchases or browsing history.
Product or Service Suggestions
Online retailers often provide product suggestions based on a customer’s browsing history, wishlist items, or previous purchases. For instance, fashion brands like ASOS recommend complementary items to complete an outfit based on the main product selected by the shopper. Also, streaming service like Spotify could recommend personalized playlists based on a user’s listening history and music preferences.
Option to Select Delivery Date
Giving customers the flexibility to choose their delivery date is another form of personalization that enhances the shopping experience. Companies like Walmart and Target allow customers to select a convenient delivery date during the checkout process, catering to individual schedules and preferences.
Interactive Quizzes, Surveys, or Guided Buying Experiences
Businesses can try to offer quizzes, surveys, or guided buying experiences that help shoppers find products that match their unique preferences. Sephora shows a great example of offering interactive quizzes to their potential buyers. The ‘Sephora Virtual Artist’ allows potential buyers to try on different makeup products virtually and get personalized product recommendations based on their skin tone, preferences, and desired look. Quizzes, such as personality types and personal colors, are currently on trend and gaining engagement on social media.
Understanding and catering to consumers with a “me-first” mentality is essential for businesses aiming to attract and retain this customer segment. These individuals prioritize their personal needs, desires, and interests when making purchasing decisions. Ultimately, by recognizing the importance of personalization and adapting marketing strategies to meet the unique needs of “me-first” consumers, businesses can effectively attract and cater to this segment of the market, fostering long-term relationships and driving business growth.
