Insights

Let's be frank here: Insights are basically the understanding of human insecurities. (Some would call it exploitation.)

Just think about the Wonderbra and the current beauty ideal of silicone-enhanced models. Or cars that help you get over your insecurity that you never became the man you wanted to be. Or the advent of energy drinks in a world that expects you to be on 24/7.

Brands can help people deal with their insecurities. Once in a while we all need a crutch. Unless the crutch becomes more important than the individual, we have nothing to worry about.