Your Brand Isn’t in the Business You Think It Is

Reframing CPG & Retail Insights Around Human Needs

By Monica Belmaña, Director, Growth at Material

35,000 decisions.

That’s how many choices the average consumer makes every single day. From what to eat, wear, buy or click – there’s no way our brains could rationally process that many decisions in the hours we’re awake. So we don’t. Instead, we rely on shortcuts – instincts, emotions, habits and motivations – to get us through.

Now imagine being a brand in that swirl of automatic choices. Consumers aren’t pausing to weigh product specs or claims on packs. That’s why today’s CPG and retail landscape isn’t just crowded; it’s a battlefield for attention, loyalty and repeat purchase. Amid oceans of data, segmentation charts and brand equity trackers, behavioral science offers a sharper truth: the brands that win are those that connect directly to fundamental human needs. So how do insights teams uncover what matters most, then actually activate it at scale?

Enter BASE — Material’s proprietary framework for cutting through category clutter and unlocking actionable growth.

Four Needs, Endless Opportunity

BASE breaks down the four universal needs shaping consumer decision-making: Belonging, Appeal, Security and Exploration.

• Belonging: The urge to connect, feel accepted and share experiences with others. Every product has the potential to create micro-communities or shared rituals; from morning coffee routines to Friday pizza nights.

• Appeal: The need to be seen as desirable, respected and aligned with trends. Products aren’t just functional; they are signals, confirming taste, status or self-concept to the world.

• Security: The need for trustworthiness, comfort and peace of mind. Everyday essentials, from household cleaners to snacks, often hinge on perceived quality, safety and reliability.

• Exploration: The curiosity for novelty, excitement and creative experiences. Limited-edition flavors, new beauty formats or tech-enabled “firsts” spark the drive to try something new.

While all four needs matter, their weight shifts by category. In beverages, for example, Appeal (how a drink reflects identity) and Belonging (shared coffee rituals) can be critical. Security (food safety) is non-negotiable. And Exploration (trying something new) drives plan for seasonal or limited-run products.

Why BASE Matters

Fast, intuitive decisions (not rational, drawn-out ones) dominate the consumer journey. Most purchases are shortcuts: instinctive moves that nudge people closer to fundamental needs without conscious effort.

BASE helps insights teams:

• Spot which needs drive category growth, and how you and your competitors fulfill them today.

• Position portfolios and innovations against the needs with the strongest emotional pull.

• Track shifts in consumer priorities, future-proofing strategy amid disruption.

Case in Point: General Mills Good Rewards

Consider General Mills and its partnership with Fetch Rewards. For decades, CPG brands have struggled to maintain direct, personal ties with buyers. Good Rewards flips that dynamic by using data, personalization and storytelling to build lasting connections.

Here’s how the program maps onto BASE.

• Belonging: Members feel part of a community who share everyday rituals (family breakfasts, snack breaks). The platform highlights stories and creates shared experiences.

• Appeal: Achievements and milestones are recognized, giving members a sense of status and social currency.

• Security: Transparency and consistency in rewards build trust, from clear redemption cycles to dependable value.

• Exploration: Personalized, rotating offers introduce members to new products, fueling curiosity and engagement.

And the payoff? The program has outperformed expectations, not just in member sign-ups, but in repeat engagement and purchase frequency. It’s proof that real business value comes from connecting with emotional needs, not just doling out transactional discounts. Good Rewards doesn’t just move products; it strengthens preference and loyalty in ways competitors can’t easily copy.

What Insights Teams Can Do

• Diagnose Needs by Category & Occasion: Pinpoint which BASE need is primary, secondary or overlooked in each buying context.

• Segment & Design to Needs: Cluster audiences by their dominant emotional drivers and design products, communications and partnerships accordingly.

• Activate with Technology & Partnerships: Use loyalty platforms, personalization and alliances to scale emotional touchpoints.

Brands that put BASE at the center of strategy go beyond features and benefits. They become part of people’s lives, moods, aspirations and habits.

So the sharpest question isn’t: “What does my consumer need?”

Rather, it’s: “What fundamental need is my brand really in the business of meeting?”

The brands who can answer, and act on, that question will claim not just share of wallet, but share of life.

Interested in learning more about Material’s proprietary BASE framework and its applicabilty in CPG and retail? Reach out today.