“And I am a weapon of massive consumption. It’s not my fault it’s how I’m programmed to function.” – Lily Allen
As a society it does seem that we have been programmed to spend, spend, spend.
Spending is American.
He who dies with the most toys wins.
We MUST have the next big thing, be it the latest iPhone or the newest big screen whatever. We need to keep up with the Jones’, the Kardashians or whomever catches the fancy of People magazine.
Often, it seems, we are what we own.
Now–in what I like to call the “Hangover Market”–many of us are waking up to the consequences of our profligate ways. For many, it is causing a good hard look not only at our budgets, but our values. Slowly but surely it seems that consumers are starting to realize they are NOT what they own, that substance can trump superficiality, that tangible value matters.
This change creates opportunity for brands that have a real story, that deliver remarkable value for consumers. For brands that have been living on inertia (I’m looking at you Sears!) or clever marketing, I’m afraid your days may be numbered.
Which side will you be on?
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