A Marketer’s Guide to Human Nature
☕ The Growth Espresso Edition #110
🗓️ Thursday, 13th Mar 2025
Hi, and welcome back to Growth Espresso - your one-stop destination for everything e-com.
Ever wonder why people buy luxury watches, designer clothes, or flashy cars when a $10 digital watch tells time just as well?
Geoffrey Miller’s Spent: Sex, Evolution, and Consumer Behavior dives deep into the evolutionary psychology behind consumer choices—spoiler alert: it’s not just about function, it’s about signaling. And if you’re in marketing, branding, or eCommerce, understanding these signals can be your secret weapon to influence buying behavior more effectively.
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Why Do We Buy? It’s All About Status and Signaling
Miller argues that much of consumer behavior can be explained by costly signaling theory—the idea that humans buy things not just for utility, but to display traits that enhance their social and reproductive value. This stems from evolutionary biology, where animals use costly signals (like a peacock’s tail) to demonstrate genetic fitness.
Take Rolex, for example. A Rolex doesn’t tell time better than a $50 Timex, but it signals wealth, success, and exclusivity. It’s a social badge that communicates status without a single word being spoken. The same goes for Tesla owners—they aren’t just buying an electric car; they’re signaling intelligence, eco-consciousness, and financial success.
Even in the world of clothing, Supreme’s limited-edition drops create exclusivity, and by owning one of their items, people are signaling social belonging and cultural awareness. This principle also applies to tech: buying the latest iPhone isn’t just about getting a faster device, it’s about showing you’re up-to-date with trends and willing to invest in premium technology.
Actionable takeaway: If you run a brand, consider what your product signals about the buyer—status, intelligence, health, eco-consciousness? The stronger the signal, the more customers are willing to pay for it.
Branding as a Social Fitness Display
Miller likens branding to the biological concept of fitness displays—where organisms exhibit traits that signal strength, intelligence, or desirability. Humans do the same through the brands they choose.
Consider how Apple’s sleek, minimalist branding signals creativity and innovation. Owning an Apple device subtly communicates to others that you’re a forward-thinking, design-savvy individual. Meanwhile, Patagonia’s branding screams eco-friendly and ethical consumerism, appealing to consumers who want to showcase their values and commitment to sustainability.
Another interesting example Miller discusses is Whole Foods. Shopping there isn’t just about organic produce; it’s about signaling wealth, health consciousness, and social status. People aren’t just buying groceries—they’re buying an identity that aligns with their perceived self-image and how they want to be seen by others.
Actionable takeaway: If your brand is just selling a product, you’re leaving money on the table. Instead, build a brand that embodies traits people want to showcase to others. What does your brand say about your customers? Make it aspirational.
Luxury vs. Minimalism: The Two Types of Status Seekers
Miller distinguishes between two kinds of status seekers:
1. The conspicuous consumer – Someone who buys luxury goods to flaunt their wealth (think Gucci belts, Louis Vuitton bags, and sports cars). They want to make their status obvious and visible.
2. The subtle status seeker – Someone who signals intelligence, refined taste, or exclusivity through understated brands (think Everlane, Tesla, and Muji). Their purchases reflect discernment rather than opulence.
Both groups are driven by the same fundamental need—to be perceived favorably by others. The key for brands? Know your audience’s preferred status game.
A great example is Lululemon. Their athletic wear isn’t just about performance; it’s about signaling a lifestyle—wealth, wellness, and fitness. On the other hand, Uniqlo appeals to those who value quality and minimalism over loud branding.
Actionable takeaway: Are your customers looking for loud, flashy signals or understated, exclusive ones? Your branding, messaging, and product design should align with how they want to be perceived.
The Role of Altruism in Consumer Behavior
Miller also discusses how consumers use brands to signal generosity and virtue. This explains the success of brands like TOMS Shoes, which donates a pair for every purchase, or Patagonia’s ‘Don’t Buy This Jacket’ campaign, which encouraged sustainability.
Consider how donating to charities is often done publicly—whether through social media or through visible donations (like GoFundMe campaigns). People feel compelled to showcase their generosity because it enhances their reputation.
Miller highlights how brands that integrate cause-based marketing successfully tap into this psychological tendency. For instance, buying an electric vehicle like a Tesla or Rivian isn’t just about reducing carbon footprints—it’s about being perceived as someone who cares about the environment.
Actionable takeaway: If your brand has a strong ethical or social impact angle, highlight it. But make sure it’s genuine—consumers are quick to spot (and call out) performative virtue-signaling.
The Paradox of Choice and Decision Fatigue
One of the most intriguing points Miller makes is how having too many options can overwhelm consumers, leading them to default to the most recognizable, status-driven choice.
Think about when you’re at a wine store. Faced with hundreds of bottles, many people default to the most expensive or highly rated option—even if they don’t know much about wine—because it signals sophistication. The same happens with fashion; when consumers can’t decide, they often go for recognizable brands like Nike or Adidas.
Actionable takeaway: If your product is competing in a crowded market, reducing friction in the decision-making process can work in your favor. Offer clear recommendations, bundle products, or highlight what’s most popular.
Final Thoughts: What This Means for Marketers
Miller’s Spent reminds us that people don’t just buy products—they buy what the product says about them. The more your brand aligns with a specific social signal, the more valuable it becomes.
Luxury brands create exclusivity. Minimalist brands create sophistication. Cause-based brands create virtue. Every successful brand helps its customers signal something about themselves.
So, next time you’re crafting a marketing campaign, ask yourself: *What trait does this product help my customer signal?* If you can answer that, you’re on your way to building a brand that people don’t just buy from—they identify with.
Over to You.