A shift in cultural conditioning

13 05 2009

Lets look at whats been happening in the past couple years – 
1. America has been facing continued backlash on its war in Iraq and Afghanistan
2. The credit crisis has left the world in a state of dispair, leaving angry consumers
3. First black president of the united states (the leader of the free world)
4. The web 2.0 sphere has exploded, sparking tremendous innovation and taken the DIY punk revelutino a step forward
5. Using social media to drive social change! – easy way to connect millions of people worldwide and unite for causes. Freedoms and rights! The world is changing, and change is coming fast…
Result: Greater emphasis on utilitarian rather than hedonic charecteristics of products (which means, music industry – you don’t stand a chance!), 
Its now time to get involved…(and this goes for marketers and consumer alike)
affects the way marketing programs are constructed, affects the new innovations in the market, affects the growth or death of old ones.

Lets look at some key events that have changed our world over the past couple years – 

1. The United States has faced continued backlash over its war in Iraq and Afghanistan – especially over issues pertaining to the violation of human rights and excessive military expenditure. 

2. The credit crisis has left the world in a state of despair, leaving angry consumers and dying industries.

3. The first black president of the united states (and the leader of the free world) was elected.

4. The web 2.0 sphere has exploded, sparking tremendous innovation and taking the DIY revolution a step further.

 

These represent only a fraction of the drastic social, economic and political changes that our world has witnessed over the past couple years. The net result is that consumers have changed their habits, the way they interact with their surroundings, with each other and the way they interpret symbols around them. 

In this environment, you (as a marketer) are probably more inclined to get attention if you emphasize on utilitarian rather than hedonic characteristics of products (anyone from the music biz listening?).  For example, many entrepreneurs have found a way to use social media to drive social change (sites such as socialactions.com, bettertheworld.com etc) and people are listening. 

In essence, consumers’ cultural condition has shifted and entrepreneurs and marketers need to take notice.

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