The lifestyle of urban consumers is now adding to the list of needs that must be met. As consumers with sufficient literacy, there is a belief that they always appear excellent and presentable at every opportunity. No wonder primary needs are expanding, extending the list of needs that must be met immediately.


True, the need is still in the box; primary, secondary and tertiary needs. But definitively it's no longer the same. Primary needs are now clearly no longer relevant to a decade ago. No longer just clothing, food, boards. The need to perform it was also considered a priority. If self-actualization becomes important, the impact of the meaning of secondary and tertiary needs will shift, adding to the primary need.

This desire for self-actualization has been around for a long time, only lacking space, until there is a platform. This allows urban class consumers to use their literacy to present themselves in a classy way, with images that are as natural as possible.


Personal images are important when Maslow says, "To be the only person who has a hammer, everything encounters begins to look like a nail." Consumers see things with increasingly subjective preferences. Things that can represent themselves, will also be included in the list of primary needs that must be fulfilled.


To prove this is enough to open someone's Instagram page, what is displayed there? Not limited to photos. There is a self-representation there. To represent someone who 'works hard, play harder', for example, there are many derivative needs that arise. The need to take photos of office outfits, coffee to go to open the morning in the office, plus recreational needs. Whether at a cozy cafe or an exotic island. Later documentation becomes important. There are people who come from photos, some are conceptually slick. Before a photo or story appears on social media, there is a series of things that need to be done.

Doing so, urban consumers are accustomed to efficiency. Applications that make it easier to plan your holiday are clearly included in the primary list. Flight tickets and hotels online, review tourist destinations, to use e-commerce applications to buy holiday outfits.


Urban consumers who realize the potential of expansion of primary needs have the potential to become service providers. Become a business person rather than a consumer. Jastip services, for example, are mostly done by those who are on vacation out of town, even abroad. Another example is the increasing interest in being a stock investor which is carried out by many people from all walks of life; students to employees who have worked for years. There is a need to present themselves who have plans and how-to-invest ala dummies as beginners on personal blogs or social media. This activity then empties into traditional needs, making it as strong as the need for food, dressing, and inhabiting a place to live.


This view and need emerged as a consequence of the development of an urban culture which was looking for a handle in this disrupted era. The point is that disruption creates new spaces, which expand the spaces of primary needs. Demanding increasingly sophisticated, close and fast solutions. From the standpoint of a brand strategy, compiling a plan and strategy for certain business consumers must take into account the habits, mindset, and what consumers really feel, reflecting the expansion of the primary needs themselves.