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Signals
Sources: Dr. Geoffrey Miller (psychologist), Dr. Jonathan Haidt (social psychologist)
The need to send and receive virtue signals is integral to our most
fundamental impulse: reproduction
Summary
Pscyologist Geoffrey Miller: "Does your brand strategy explicitly include
a virtue-signaling strategy? Does your marketing team include truly diverse
political, moral and religious attitudes on top of racial and sexual diversity? If
you don't you've got a problem."
Tech and Marketing teams strongly skew liberal-->This is a MASSIVE
opportunity
"Most products have a political and ethical side to
them and if there's a mismatch between the distribution of
moral foundations in your marketing team versus those of your
consumers you're going to miss."
When researching market segmentation virtue-signaling analysis is as
important as demographics and preferences
"Think about virtue clusters not just preference clusters."
"Are your company's virtues, brand virtues, and product virtues
aligned? Because consumers will relentlessly punish inconsistencies,
equivocations, and hypocrisies."
"We can harness our virtue signaling instincts to do well with our
companies but also to do good for society and the world."
"Virtue signaling runs deep in biology, we've probably been doing it for
at least a couple hundred thousand years. We can ignore it fight it or use it
for the better. And I think the better we understand it the better we can
design, market, and build communities around our products and the also the
more good we can do in the world."