supply and demand 101 (but make it relevant)
in basic econ, demand comes from consumers--we decide what we want, and businesses react by supplying it. simple, right?
but in real life, things are a little messier. like, did we all just randomly decide we needed oat milk in 2020? or did brands flood our feeds with creamy, aesthetic coffee content until we caved and made it our personality?
how brands shape demand (on purpose)
brands donāt just sit around waiting to see what people want--they create desire. they do it through...
advertising (those painfully specific tiktoks that hit too close to home)
trend forecasting (predicting what vibes will be in 6 months and prepping products early)
influencer culture (if your favorite influencer wears it, youāre 67% more likely to consider it)
scarcity tactics (limited drops, collabs, āonly 3 leftā warnings = instant fomo)
they introduce something new, make it cool, and suddenly we all feel like we need it. that's called manufactured demand--the product didnāt solve a need, it created one.
on the flip side, brands also watch us like hawks. our google searches, shopping habits, and tiktok comments literally shape what they do next. we are walking data mines.
when enough people start wanting something (like more sustainable packaging or gender-neutral sizing), brands pivot to meet that demand. in this case, weāre in charge. the demand already existed--they just didnāt want to miss out on the $$$.
this is reactive branding, and it happens when ignoring the consumer would be a bigger risk than changing direction.
truth is, demand isn't a one-way street. brands create demand, but they also follow it. itās a cycle.
consumers want something
brands notice it or amplify it
they market the hell out of it
more people want it
repeat
sometimes brands lead. sometimes they chase. sometimes itās impossible to tell the difference.
who's really in control? the answer kind of depends on how media-literate we are. if we donāt pause and think about why we want the things we want, brands will absolutely run the show.
but if weāre intentional--about what we support, buy, or hype up--then we shift power back into the hands of the consumer. the demand becomes real, not manufactured. and brands? theyāll adjust, because they have no choice.
brands are both creators and followers of demand. they feed off trends but also manufacture them. and we, the consumers, are both influenced and influential.
itās not about blaming brands or pretending weāre immune to marketing. itās about being aware of the game--so we can play it, not just be played by it.
