Comments on: The New Shift in Consumerism – Our September Branding Article for The Melbourne Review

By: david

david — Tue, 02 Oct 2012 10:43:35 +0000

Hi Adam, great to have your considered and sage input to the conversation. As much as there seems to be a new movement, there is definitely still a large chunk of the market that works as you have described. In many ways this sums-up the challenge for marketers and brand managers because there is no one audience any longer. Any new movement will unlikely be ‘the new movement’, rather another group of consumers who must be considered in another way – or a better way to put it; a new group of consumers offering great opportunities for brands who understand them and can connect with them.

By: Adam Walkom

Adam Walkom — Tue, 02 Oct 2012 10:36:21 +0000

Hi David & Peter
An interesting article, however I disagree that ownership is dead. I would argue what we are actually seeing is an extension of consumerism into a more efficient model as companies get smarter in understanding why people buy products. Let me explain..
Instead of going from material to post-material values, I think the order is reversed. We are lucky enough to live in a society where freedom of expression and a good quality of life is taken for granted, so this allowed us to be concerned with material values of wealth & status. I agree with you we are seeing a move away from this again, but I would say this is more of an extension rather than a reverse. We still want materialistic things but in this post-global recession environment have become more frugal and efficiency-seeking. For example, a car spends a lot of time in the driveway not adding any value to our lives. Why pay for it just to sit there? Clever, modern companies understand the need to have a car is not just to own a car, it is to get around when we need to. Add in the advent of data collection, test & learn strategies and companies can know a lot more about their consumers than ever before. They therefore can offer a lower-priced solution (such as GetGo) to allow us to fulfil this need at a lower cost. This is an example of the modern, evolved nature of capitalism based on a greater understanding of the consumer that creates greater value for consumers who recognise this and respond with their hard-earned..
It’s exciting times for all of us..
Keep up the great work on Truly, Deeply… love it
Adam

By: Caroline Morrissey

Caroline Morrissey — Tue, 02 Oct 2012 08:25:01 +0000

Found this article really really interesting . This has to be the Experience Economy.…we’re already there in Queensland! Love your website and would be so thrilled to have you visit my blog too!
Thanks, Caroline in Queensland (Entrepreneur, marketer, experience brander)

By: Caroline Morrissey

Caroline Morrissey — Tue, 02 Oct 2012 08:23:43 +0000

Found this article really really interesting . This has to be the Experience Economy….we’re already there in Queensland! Love your website and would be so thrilled to have you visit my blog too!
Thanks, Caroline in Queensland (Entrepreneur, marketer, experience brander)