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15 September 2021
DIY vs. DIFM: Different mindsets for empathy and sales
Purchase behaviourAustraliaBehavioural economics
Deep human understanding and empathy will be the biggest competitive advantage for marketers in a COVID world, maintains Anna Cherry of Spark Foundry.
Why it matters
In a world with new needs, priorities and new habits, DIY (do it yourself) and DIFM (do it for me) are two behaviours that have become habitual and these two distinct mindsets – one stemming from a need for control and the other from loss – make it important for brands to understand the values and beliefs that sit behind an individual or group’s behaviour.