NEEDGAPS

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‘I'm Not Needy. I'm Wanty': Are Brands Listening?

Consumers are no longer looking to fill need gaps. They don't have unmet "needs," strictly speaking. And, in their efforts to fulfill their greeds, consumers are willing to leave no stone unturned. To paraphrase an old adage, consumers are now saying, "I always live within my budget, even if I have to borrow to do so."