Well,
actually, no thanks. The age of mindless consumption (“Would sir like to go
large with that?) is over. People want a simpler, more self-sufficient life.
Gone
is the insatiable hunger for more, when we bought too much, ate too much and
owed too much. Replacing it is a sense of responsibility, community and
authenticity.
The
shift is everywhere, from compacts overtaking gas guzzlers to farmer’s markets
pulling in the crowds. Here are a few characteristics which will help you spot
it.
·
It’s about rightsizingGoodbye hyper-accumulation. Hello sustainability. After years of wasteful excess (XXL homes and OTT weddings), consumers are cutting back, wanting to feel good about their purchases and making do with “just enough.”
·
It’s about purpose
People
are planning their pleasures instead of bowing to instant gratification. The dizzying
world of Buy-Throw away-Repeat is being replaced by folk taking more care in deciding
what - and whether - to buy.
·
It’s about keeping it real
Consumers
are moving away from the superficial and embracing causes larger than
themselves. Look at the rise of organic food, the popularity of buying local, the
drive to eco-consciousness. Being real is about community and its happy sense
of belonging.
So,
what does all this mean for today’s brands? To engage meaningfully with
customers and continue to prosper, modern brands need to embrace this new “less
is more” paradigm, place its qualities right at the heart of their offering and
“be the change”.
As
Volkswagen said it in their famous ad when they launched the Beetle in
big-car-loving USA: Think small.
Have a great 2013 everyone!
Hilton Alexander Rose
Your Brand Agency | Director
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