Gauravonomics

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I was the typical corporate fast-tracker until I realized last year that I was split into two halves. As an individual, I was tired of being targeted by commercial messages from the brands-media-retail triumvirate. As a marketer, I loved the art and science of marketing, adored brands, and was hardwired into the idea of capitalist free markets driven by consumerism.

So, when I observed people wanting to spend less, swap instead of spend, go local, go organic, stop buying things, or generally say no to brands, one part of me (me-as-a-consumer) knew exactly what they are talking about, but the other part of me (me-as-a-marketer) wondered what will happen to our economies when more people go “off consumption” because they are tired of consuming, tired of things.

My endeavor to reconcile these two parts of me has led me down two related paths.

One path has led to my interest in social media, because, at its best, social media allows brands and consumers to connect as equals, even as people (and brands are people too). It has also resulted in the Yahoo! Fellowship at Georgetown University and my work-in-progress social entrepreneurship venture, MobiChange.

The other path has led to my year-long off consumption experiment, an attempt to understand why we choose to consume or not, based on which I’m writing a book called ‘The Marketer Who Went Off Consumption’.

Do spend a few minutes to read my bio, check out my 30 by 30 list, explore my books, or subscribe to my blogs.

I’m frequently quoted in media as an authority on the social media scene in India and my off consumption experiment has also resulted in some media interest. If you want to interview me or invite me to speak at a conference, you can e-mail me or call me at +1-202-279-1925.

Otherwise, you can connect with me on Facebook, LinkedIn, Twitter, Friendfeed or other social networks.