Backstory
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I was the typical corporate fast-tracker until I realized in late 2007 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 and social change, because, at its best, social media allows brands and consumers to connect as equals, even as people.
The other path has led to my year-long off consumption experiment, an attempt to understand why we choose to consume or not.
Over time, these two paths have led to the awareness that we are citizens first and consumers second. This awareness is behind my work on digital activism and citizen journalism and projects like Vote Report India.
Do spend a few minutes to read my bio and check out my 30 by 30 list, to get a sense of who I am.
