Dawning of the day of the contrarian: consumerism lies bleeding


The signs of a gathering momentum were there to be seen (for those prepared to look) even pre-crash and I am surprised that the pace had not, significantly, accelerated since 2008. I have long argued with the “price is king” lobby within my own industry that the flight to quality was inevitableimage (the pic on the left is taken from a presentation I did in 2005/6) and would spell an inglorious end for those whose “understanding” of delivering customer value extended to some glossy marketing literature, the “hard sell” with cover, service, satisfaction and reputation compromised to achieve a cheap price.

Not only have these firms come to believe their own marketing but, in the process they have contributed greatly to the decline of the industry that spawned them. Quite apart from the reputational damage, that an industry dealing in products that are a grudge purchase, can ill-afford there is a recognised fall in Professionalism (hence Aldermanbury Declaration) and the “dumbing down” of a generation of employees and customers.

People are returning to old-fashioned values to build new lives of purpose and connection. They also realize that how they spend their money is a form of power, and are moving from mindless consumption to mindful consumption, increasingly taking care to purchase goods and services from sellers that meet their standards and reflect their values.

This change in consumer attitudes — visible not only in the United States but also in other countries affected by the Great Recession — is not a fad or whim. It is, in part, a reaction to economic hard times. But it is also closely related to the civic dissatisfaction that is rocking the political establishment, and additionally has some roots in environmental awareness and changing aspirations. That is why this Spend Shift movement, as we call it, is here to stay. It will create opportunities for businesses that heed its message, and penalize those that do not.

The Power of the Post-Recession Consumer

Savvy customers look for more than referral and recommendation

This is already much in evidence with internet sales so the signs of changed buying patterns have been growing. Customers don’t need (re)educated. They are the buyer and if a decision is difficult they WILL find a reliable source upon which to call for help…without demonstrable TRANSPARENCY and VALUE all the sales skills WILL NOT deliver the kind of returns upon which the “successful” models that have flourished in the recent era rely.

ADOPTERS will win at the expense of “adapters”

If you need it explained feel free to get in touch but I’m sure you already know what it means even if you aren’t sure quite what to do about it…that’s what I’m here for, have been contemplating, planning and working on for more than 5 years.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s