“Two are better than one because they have a good reward for their toil. For if they fall, one will lift up his fellow. But woe to him who is alone when he falls and has not another to lift him up! Again, if two lie together, they keep warm, but how can one keep warm alone? And though a man might prevail against one who is alone, two will withstand him—a threefold cord is not quickly broken.” – Ecclesiastes 4:9-12
The Unity Principle is all about appealing to a We, it is about We’ness. It follows Oh that person is one of us instead allow people to say Oh that person is like us. People are inclined to say yes to someone they consider one of them. The experience of We’ness with others is about shared identities. It is about shared tribe-like categories that individuals use to define themselves and their groups such as race, ethnicity, nationality, and family as well as political and religious affiliations.
Research into ‘WE’ group has produced three general conclusions. Members of these groups favor the outcomes and welfare of fellow members over those of non-members. ‘WE’ group members also use the preference and actions of fellow members to guide their own, which enhances group solidarity. Finally, such partisans’ tendencies have arisen, evolutionarily as ways to advantage our WE group and ultimately, ourselves.
The unity principle is based on the concept that people, by human nature, like to be included in groups, belong to something, and share a common identity with others. Those who are interested in human psychology will have heard of Maslow’s infamous hierarchy of needs. Abraham Maslow, back in 1943, wrote a paper examining the concepts and needs that motivated humans in certain ways, aptly named “A Theory of Human Motivation.” In this paper, Maslow created a pyramid of needs that starts with physiological needs such as food, water, warmth, etc, stepping up to a pinnacle called Self-Actualization whereby the human in question is satisfying their self-fulfillment.
The unity principle falls into the middle tier known as the Social Needs tier. Here we focus on the feeling of love and belonging, where humans search out friendship, family, and sexual intimacy. We are more susceptible to marketing attempts when we are part of, or we feel that we belong to, a group including one’s home, locality, and religion.
It may be possible to use the unifying effects of belongingness together and acting together to increase the odds of getting together as a species. it would require choosing to share, with out-group members, family experiences in our homes, neighbors’ experiences in our communities, and friendship experiences in our social interactions.
The experience of acting together in unison or coordination is a second fundamental factor leading to a sense of unity with others. Shared musical experience is one-way people can act together and feel consequent unity. Other ways involve repeated reciprocal exchange., joint suffering, and co-creation.
Unity vs. Liking
A common question I’m asked is how Unity differs from Cialdini’s long-established Liking principle.
These principles are similar. Both involve having something in common with another person, and that commonality makes you (or the other person) more persuasive. Indeed, before Cialdini introduced Unity, those familial or group identity bonds would have fallen under Liking.
The difference is a matter of degree. Liking is based on a shared attribute, and Unity is on a shared identity. Arguably, this is a continuum. Familial identity is usually more powerful than, say, political affiliation. In turn, one’s political identity might be more powerful than, say, having the same favorite sports team.
Even then, individual differences can make a difference. For a football fan who paints his house with the team colors and goes to games in a themed costume, being a fan of that team is part of his identity. For another fan of the same team that watches games occasionally on television, that fanship would be merely an attribute.
This distinction isn’t necessarily a problem. Persuasive appeals based on a shared characteristic can work whether they invoke Liking, Unity, or something in between. The closer to Unity, though, the more potent they will be. Humans favor members of their tribe.
The most powerful and effective way to use the unity principle in business is community building.
Community-driven marketing encapsulates the unity principle. You’re looking to create, develop and foster a community with the aim of marketing to them or bringing more awareness to your brand at the very least.
Nowadays people aren’t just seeking a great product, instead, they are seeking a higher level of connection. That might be to the brand providing the product or service or it might be to the other users of the product. Regardless of what connection they are seeking, the common thread here is wanting to find ant human connection.
Can you identify the companies using this principle and are successful in their marketing strategy? Kindly comment.