People have certain fundamental wants and desires that drive them to take actions every minute of every day. Businesses, to be successful, must understand their consumers’ wants and desires, and must be able to subtly and seamlessly incorporate them intro branded marketing efforts. Here, we’ll pinpoint the set of innate wants and desires that resonate most effectively in digital and social, discuss how to leverage those desires to generate engagement, and share examples of how campaigns have successfully mapped user flows, business objectives, and consumers’ desires to drive results for brands in the space.