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How to Create a Brand That Reaches Antisocial Customers


The world is a competitive place, so there are countless legitimate brands fighting for the market’s attention at any given moment. Experts understand the value of targeted branding, but it’s not a precise science just yet. Meanwhile, entire demographics are remaining unserved because of it.

Take the antisocial population, for example – people with severe mental illnesses or antisocial behaviors. Using social media won’t work in that situation, especially since sociopaths aren’t very social, to begin with. Folks who spend a lot of their time alone don’t usually participate in chat rooms or comment on forums. So, they’re often left “out of the loop” when it comes to recognizing new brands and products.

How to Create a Brand That Reaches Antisocial Customers

Antisocial Customers

So, how does an up-and-coming or established company earn the attention of its essential antisocial customers? It starts with understanding sociopathy and ends with a more focused and tailored approach. Here’s what you need to know.

Understanding antisocial and sociopathic behavior

Antisocial personality disorder, or APD, is a type of chronic mental health condition that’s sometimes called sociopathy. People with this disorder often seem cold, distant, and aloof when interacting with others. Moreover, they seldom (if ever) appear concerned about the thoughts, feelings, or rights of people or animals. On the bright side, that usually means they have a great sense of humor and can handle taking risks. Discover more about common antisocial behaviors and sociopathic triggers by visiting Mind Diagnostics.

The causes

Research shows a genetic component to antisocial personality disorder, meaning it may be a family trait. However, there are also some environmental factors which may play a role in the development of sociopathic behaviors. Things like poor discipline in childhood, exposure to negative role models, abuse or trauma, and early introductions to drugs, alcohol, or illicit activities are frequently cited as well.

Recent studies estimate that about 4% of the United States population has antisocial or sociopathic tendencies. And while it’s nearly six times more likely to develop in men, almost everybody with the disorder will exhibit signs before the age of 10. That means your ideal brand should include marketing strategies for all age groups and for both sexes.

FACT: About 40% of males and 25% of females with diagnosed conduct disorder will ultimately develop antisocial behavior disorder as a result.

The effects

People with antisocial behavior disorder may not hop on social media all the time, but that doesn’t mean they’re completely isolated. Many people with this disorder lead relatively normal lives, with active employment, friend groups, and romantic affiliations. They’re valuable contributors to society and the economy, so they’re looking for goods and services too – just maybe a different kind.

Here are some of the most common signs, symptoms, and behaviors of sociopathy:

  • Lying and/or manipulating
  • Profit and/or pleasure-seeking
  • Impulsivity
  • Physical aggressiveness
  • Financial instability
  • Lack of remorse
  • Disregard for safety
  • Repetitive law-breaking

Usually, someone has to be at least 18 years old to get diagnosed with APD. Plus, they must have been diagnosed with conduct disorder in adolescence while also exhibiting at least two of the behaviors mentioned here. Their unique perspective on life, therefore, makes them incredible shoppers with distinguished tastes.

How do people with sociopathy like to shop?

Because antisocial behavior disorder causes symptoms like impulsivity, pleasure-seeking, and lack of remorse, people with the condition generally make excellent customers. They’re less concerned about the price of a good or service. They’re also prone to purchasing products without thinking it through, and they usually don’t feel sorry if they break the bank.

As a responsible merchant, you can’t exploit a customer’s mental illness just to make a quick buck. But you can use specific branding and marketing techniques to capture the attention of your sociopathic demographic. So, give them incentives to buy or sign up without leading them down a primrose path. Instead, offer supportive services while also piquing their interest.

What marketing techniques are most successful for sociopaths?

Marketing for and/or creating a brand to represent people with APD isn’t always easy. However, it’s also not as hard as it seems. In fact, these three techniques are especially effective at both capturing the attention of your target demographic but also turning them into loyal patrons:

#1. Innovative Ideas

Everyone is attracted to a new, smart, or creative idea. But sociopathic and psychopathic people are especially prone to getting involved in innovation. On top of that, their unique personality traits often help enhance whatever venture they join. So, give this demographic something to work on or achieve and they’ll come running to the checkout.

#2. Secret Surprises

People who frequently lie or use manipulation to get what they want are suckers for a good surprise, even if they’re not the ones getting it. If your brand involves an air of mystery or privacy, most antisocial customers will enjoy it. They also tend to like goods and services that are customizable or eligible for at-home delivery.

#3. Personal Treats

Who doesn’t like spending money on or investing in themselves? People with antisocial behavior disorder are lovers of tailored trinkets, self-help goods and services, unapologetic pampering, and other private treats that focus on their own personal development as opposed to someone else’s. They’re big fans of some “me time.”

The verdict

Customers with sociopathic traits deserve representation on the free market just like everyone else. So, while they may not be reachable through compassion, philanthropy, or community involvement, their loyalty can be won by giving them a space to express themselves more honestly.

Reach out to a mental health expert if you need help with your own APD symptoms or if you wish to find out more information about the disorder.

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Pankaj Gola
Pankaj Gola is the Chief SEO Expert and the Founder of Chop News Media. He has a very deep interest in all current affairs topics whatsoever. Well, he is the power of our team and he lives in Delhi. Who loves to be a self dependent person. As an author, I am trying my best to improve this platform day by day. His passion, dedication and quick decision making ability make him stand apart from others.


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