Archive for the ‘Consumed’ Category

Make the Dangerous Choice to Dissent

Work harder, feel emptier, buy more, grow poorer…work harder. Sound familiar? That’s the conventional wisdom of the omnipresent church of more, bigger, faster, cheaper, nastier, now. The problem is that the conventional wisdom isn’t just wrong. If we want real human prosperity, the ability to live a live that not merely glitters, but that matters — well, then it was never right.

That’s the nightmare whirling noiselessly within the dilapidated American dream. And while the dream’s being furiously exported around the globe — and while the world might be seduced, despite lingering suspicion, by it — you and I know, by now, better: the paradigm that was supposed to lead us to the promised land has instead led us to this land of broken promises.
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The Start of Something New?

The following is excerpted from Consumed: Rethinking Business in the Era of Mindful Spending (Palgrave Macmillan, July 2010), written by Andrew Benett and Ann O’Reilly and drawing on findings from the Euro RSCG New Consumer study:

The long, wearisome decades of hyperconsumption shaped not just the way we think and feel but the very language we use. It is now customary to refer to human beings as consumers or even as brands. And an entire lexicon has been summoned into existence just to give verbal shape to our profligate excesses: big-box store, Black Friday (and now Cyber Monday), bling, door-buster, McMansion, self-storage, shopaholic, supersized, warehouse club.
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The Most Interesting Brand in the World

The following is a post from EditorialEmergency.com, spotlighting how brands can connect with the New Consumer by understanding and speaking to the four paradigms—in this case tapping into the move toward mindfulness and consumers’ increased hunger for susbtance.

“He once went to a psychic—to warn her.”

“His blood smells like cologne.”

“If he punched you in the face, you would have to fight off the urge to thank him.”

“Even watching him sleep has been described as breathtaking.”

“His legend precedes him, the way lightning precedes thunder.”

The above snippets of whimsy are all ad copy, as anyone familiar with Dos Equis’ current, hugely successful campaign, The Most Interesting Man in the World, well knows.

The upscale beer’s mascot, a gray-bearded, ultra-cosmopolitan man of mystery (portrayed by actor Jonathan Goldsmith) whose magnificence has awakened the inner fabulists in a fleet of copywriters, is a far cry from the usual TV dude hawking suds. In fact, his recurring catchphrase (uttered in floridly Latin-accented English) is, “I don’t always drink beer. But when I do, I prefer Dos Equis. Stay thirsty, my friends.”
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The New Thrift

The following is excerpted from Consumed: Rethinking Business in the Era of Mindful Spending (Palgrave Macmillan, July 2010), written by Andrew Benett and Ann O’Reilly and drawing on findings from the Euro RSCG New Consumer study:

At the heart of rightsizing, reusing, and recycling lies a concern for thrift. It is an old virtue, of course, stretching back through history. The American strain of it got going with Benjamin Franklin’s aphoristic proselytizing. In the 1950s, millions laughed at entertainer Jack Benny when he flaunted his cheapskate ways. In England, Queen Elizabeth is a famously frugal soul, in spite of being one of the wealthiest women on the planet. She wears her dresses repeatedly and stores cornflakes in Tupperware. In 2009, a Daily Telegraph columnist was aghast at the revelation that “Her Majesty eats breakfast off a tatty tray bearing mismatched china that would shame a Blackpool B&B. It’s all rather admirable, but I wonder if she’s overdoing the thrift.”
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It’s Not Just the Economy, Stupid: Why the recession isn’t the only thing influencing a consumer’s mindfulness

There are those who say the trend toward “mindful consumption”—people thinking more carefully about what and why they buy—will sputter out just as soon as the economy fully rebounds. They’re wrong, and for a number of reasons. As appealing as it may be for marketers to anticipate a return to hyperconsumerism and mindless excess, there are simply too many factors making that not just unlikely but virtually impossible.
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What’s the Opposite of Schadenfreude?

I moved away from San Francisco about a year before the Loma Prieta earthquake. Granted, we had the occasional jolt at our new home in Los Angeles, but nothing sufficiently destructive or alarming to get people to glance up from the latest issue of Variety much less gather in the streets. And while I was happy to have escaped the hassles of power disruptions and shattered glass, I was also a bit envious of my friends in the Bay Area who called with tales of what they had experienced and what others had endured. These feelings didn’t stem from some latent death wish or craving for excitement; rather, they were a twinge of longing for a shared experience powerful enough to create common cause and lifelong bonds. These friends had been through something, however peripherally, and, for a while at least, they were drawn closer to the strangers who populated the streets around them. Anyone who has been through an extended blackout knows how much friendlier a supermarket can become when everyone is filling their carts with bottled water and batteries and nonperishable food items. The shared hardship (however slight) gives people a sense of connection absent from regular store visits.
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The New Rich: What Success and Wealth Mean to Consumers in 2010

All year long Forbes comes out with lists of the world’s richest people—the youngest billionaires, the most eligible billionaires, the richest women, the wealthiest families on each continent. People find it fascinating to track the waning and waxing of personal wealth, watching as perennial front-runners Bill Gates and Warren Buffett are eclipsed by a Mexican telecom titan and chased by various silver-spoon princes of Asia and the Middle East. To be among the world’s wealthiest is the stuff of many a daydream.
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The Global War on Clutter

The following is excerpted from Consumed: Rethinking Business in the Era of Mindful Spending (Palgrave Macmillan, July 2010), written by Andrew Benett and Ann O’Reilly and drawing on findings from the Euro RSCG New Consumer study:

“Eliminate physical clutter. More importantly, eliminate spiritual clutter.” —Minimalist advocate D. H. Mondfleur

There are said to be four paths to Nirvana but only two lead to rightsizing: (1) shop less and (2) haul your excess out to the curb. Respondents to the Euro RSCG New Consumer survey are doing both: Just less than half the U.S. sample and 58 percent of U.S. Prosumers agreed: “I’m getting a sense of satisfaction from reducing my purchases during the economic downturn,” and nearly six in ten Americans (and seven in ten Prosumers) said that, in recent years, they have thrown out (or thought about throwing out) lots of stuff in order to declutter their lives and homes. A decluttering movement is rapidly gathering momentum, sweeping all before it.
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POV: Peter Pan(ics)

In the 1960s The Who sang defiantly, “I hope I die before I get old.” That lyric reflected the aspirations voiced by generations of pop culture icons to “live fast, die young, and leave a good-looking corpse”—a sentiment expressed in one form or another by such marquee names as Bonnie and Clyde, James Dean, and Jimi Hendrix and Jim Morrison. For decades following World War II, the glamour of devil-may-care youth has been the brightest beacon on the horizon, guiding the quest to remain forever young.
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