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Our motivations framework has been built on years of experience observing kids’ interactions with brands.
It unsurfaces the needs met by brands and as part of our consultancy work can help clients explore their brand’s core purpose, how it delivers against kids’ expectations and against competitors.
- Beano Brain tracks the following motivations to help us understand which brands are cool.
- Creativity - Creativity and construction often associated with mindfulness
- Mood Management - The desire to hype up or chill back
- Nurture - The desire to take responsibility and care for another
- Collectability - Building a sense of identity and designing their own environment through carefully curated collections
- Autonomy - They need to build towards independence and self expression
- Mastery - The desire to perfect something and be seen as an expert
- Social - The desire to interact with peers and gain social currency
- Learning - A basic desire to develop cognitively and feed the brain
- Identity - The desire to explore self and demonstrate that to the outside world, particularly peers
- Performance - The desire to demonstrate achievement and/or seek approval by displaying a skill or talent to an audience
- Repetition - The comfort in the familiar, also driven by the desire for mastery
- Competition - The desire to compete and win