The IKEA Effect Is Real, And Marketers Are Failing to Use It
Here’s the thing: people are emotional hoarders. We cherish what we build, even if what we build is ugly, clunky or chaotic. I’ve seen flatpack desks so wobbly they should face prosecution. But their owners? Beaming. They built that. Enter the IKEA Effect – a behavioural economics theory that says we assign more value to things we help create.
And yet, in the shiny halls of marketing, this doesn’t get nearly enough use. Brands still fixate on omnichannel funnels and shouty seasonal campaigns. But what about co-creation? I’m not talking about choosing the blue mug over the red mug. I’m talking about experiences where the consumer gets their hands dirty. Think: designing their own packaging, customising their subscription, voting on your next product drop. Not gimmicks, but genuine ways to make them collaborators instead of just consumers.
The real kicker is that this isn’t even new. Remember when Griffin’s let Kiwis vote for the next biscuit combo? Backyard BBQ Shapes was born from that chaos. And people loved it. Because they made it. Now, imagine extending that logic into your brand’s DNA. Louder doesn’t mean closer. Involving people brings them closer.
Too many brands are chasing connection by shouting. Maybe it’s time to hand over the microphone for a bit. The IKEA Effect tells us that when people make something, they buy into it – literally and emotionally. So why aren’t we letting them?
And yet, in the shiny halls of marketing, this doesn’t get nearly enough use. Brands still fixate on omnichannel funnels and shouty seasonal campaigns. But what about co-creation? I’m not talking about choosing the blue mug over the red mug. I’m talking about experiences where the consumer gets their hands dirty. Think: designing their own packaging, customising their subscription, voting on your next product drop. Not gimmicks, but genuine ways to make them collaborators instead of just consumers.
The real kicker is that this isn’t even new. Remember when Griffin’s let Kiwis vote for the next biscuit combo? Backyard BBQ Shapes was born from that chaos. And people loved it. Because they made it. Now, imagine extending that logic into your brand’s DNA. Louder doesn’t mean closer. Involving people brings them closer.
Too many brands are chasing connection by shouting. Maybe it’s time to hand over the microphone for a bit. The IKEA Effect tells us that when people make something, they buy into it – literally and emotionally. So why aren’t we letting them?