The "Consumer Wants Pyramid" has five levels, each with specific attributes that serve as motivators or drivers. Business/Brand owners need to understand that consumers don't buy 'Quality'—they buy 'wants.' Once you grasp this concept, you can position your product or brand better. The pyramid consists of five levels: Pleasure, Comfort, and Joy (Level 5): We buy many things because they bring us pleasure, comfort, and joy—not necessarily because of quality, but because they fulfill these emotional needs. Trust and Peace of Mind (Level 4): We buy certain products because they provide us with trust and peace of mind. For example, you might choose a particular brand because it gives you a sense of security and assurance. Social Respect and Belonging (Level 3): Many of our purchases are driven by a desire for social respect and a sense of belonging. If you reflect on your purchases, you’ll notice that some were made to enhance your standing in society. Self-Respect and Self-Esteem (Level 2): A significant portion of our purchases cater to our self-respect and self-esteem. These purchases make us feel good about ourselves. Greater Good (Level 1): We buy certain services or products because they contribute to a greater cause. Take Warby Parker, for instance. When you buy a pair of glasses from them, 50% of the money goes towards manufacturing another pair for someone in need. People choose brands like Warby Parker because they support a larger cause. Similarly, many consumers prefer cruelty-free personal care brands because they align with their values.