September 5th, 2008
How to Market to Consumers Who Define Themselves By Their Anti-Consumerism
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In a guest post on Drew McLellan’s blog The Marketing Minute, I talk about marketing to consumers who define themselves by their anti-consumerism –
An increasing number of consumers are rejecting their roles as consumers and refusing to define themselves by the things they buy. Instead, they are choosing to define their identities from the experiences they have, the relationships they build, and the meaning they create by expressing themselves creatively.
If you are a marketer, you can react to these trends in two ways. You can ignore them until they hit you, or you can immerse yourself in them, like I have chosen to.
After studying these trends for almost six months, I see that there is a way for brands to stay relevant, even if the seven social trends I talked about move closer to the mainstream.
Simplicity, authenticity and community are the three themes that run through the seven social trends that are changing consumption. Brands that help us clear the clutter in our lives, or enable us to have authentic experiences, or assist us in forming and connecting with communities will become the most important necessities, the only things we can’t do without.
