The Secret to What Really Drives Purchase
In a world overflowing with choices, understanding what drives consumers to say “yes” is a game-changer for marketers and business owners.
Every day, people juggle over 2,500 touchpoints—from family and work to health and finances—that shape their decisions. While purchase drivers can be distilled into several themes, six stand out across North America: product and brand specifics, digital experiences, promotional offers, emotional connections, wellness and health, and delivery convenience.
Let’s dive into how these forces shape consumer behavior and what they mean for your brand.
What’s the Secret?
For many, it’s trust in a brand that lights the way—a whopping 71% say a trusted brand name is why they buy. This isn’t just a statistic; it’s a testament to how reputation anchors decisions in a sea of options. Brands that consistently deliver guide shoppers back time and again.
The journey often starts online. Digital experiences are a storefront, where 71% browse Amazon, 69% scour the web, and 67% dig into research before committing. This isn’t a mere trend—it’s a shift showing that a seamless, discoverable online presence isn’t optional; it’s where brands need to be.
Then there’s the allure of a good deal. Promotional offers act like a magnet: buy one get one free hooks 68%, while limited time prices and discount coupons each sway 64%. These aren’t just numbers—they’re proof that in a crowded market, value can be the nudge that turns browsing into buying. It’s the art of offering a bargain without cheapening the brand.
Beyond logic, emotion plays its part. Ever bought something because it made you feel good? That’s 66% of consumers choosing brands that make them feel good in one way shape or form. This emotional pull isn’t random—it’s the power of storytelling and connection, but it can also be made of the simpler functional attributes, making a purchase more than a transaction.
Health matters too. With 66% opting for products they see as healthy, and more people showing excitement to be healthy, wellness isn’t a buzzword—it’s a driver reflecting a broader shift toward mindful living. Brands that tap into this aren’t just selling; they’re aligning with values.
Finally, convenience can clinch the deal. Free shipping sways 70% of buyers, a signal that delivery isn’t a perk—it’s an expectation. In a fast-paced world, removing friction can be the final push to check out but it has to work for your brand and business to ensure that you continue to drive a profit.
These threads—trust, digital, promotion, emotion, health, and convenience —start to tell a story about consumer priorities. They’re not just data points; they’re insights into what makes people buy.
By leaning into these drivers, you can craft strategies that don’t just attract but resonate, boosting your ROI and driving growth (which is what we are ALL looking to do!)
Stay tuned for deeper dives into each theme in our upcoming pieces, with actionable solutions to provide inspiration depending on your vantage point.
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Data Source: IMI International’s Pulse™ and IMI24TM, based on over 2 million interviews since February 2020 across 800+ brands and 400+ categories.