Mimetic desire: the hidden force behind what customers want
Most customers don’t judge products on their own. Instead, they follow what others desire, a psychological driver known as Mimetic Desire. When people see something is popular, it doesn’t just reflect quality; it creates belonging and status.
Desire spreads quickly. People often buy things after seeing others do the same, not because they need them, but to feel accepted. That’s why trends and 'sold out' labels are so effective.
The mimetic theory of desire was initially developed by the philosopher of social science René Girard (1961) and later explored in marketing and behavioural science.
Example A
A major fashion retailer launched a limited collection across selected stores. Customers weren’t only interested in the clothes themselves, they wanted them because others were already talking about them. By showing visible demand through social media buzz and low-stock signs in-store, the brand created a sense of urgency. The collection sold out quickly and traffic across the product line rose significantly as people didn’t want to be left out.
Example B
A well-known coffee brand introduced a seasonal drink tied to a cultural moment. The recipe itself was simple, but the visibility of customers sharing photos online made it feel like a shared habit. Queues outside stores became part of the brand story, turning the product into a status signal. Sales spiked, and the drink became an annual event that customers anticipate not for the taste alone, but for the chance to be part of the crowd.
Be cautious: if brands rely on inauthentic social proof, they can lose people’s trust.
How to apply this to your brand:
- Don’t just talk about your product. Show that other people want it and you will make it even more desirable
- Share photos or videos of real customers and highlight when your product is in high demand or hard to get. This builds social proof
- Create moments where people can see others using your product, waiting for it, or talking about how special it is
In short, mimetic desire shows that what others want becomes even more valuable in our eyes. Brands can use this to spark demand.
This happens in everyday life too: if a co-worker buys a high-end car, you might want the same one, not because you need it, but because their choice makes it seem more appealing.
Below you will see how this concept takes shape in a simple visual model: spot who your audience follows and put your product in their hands first.
