At Northstar, we continue to keep an eye on macroforces that are driving change in global culture and consequently consumer culture. A recent post discussed Mass Urbanization and its implications for consumer culture :https://thebrandsherpa.wordpress.com/2012/08/15/macroforces-and-changes-in-global-consumer-culture-part-1-mass-urbanization/
In the spirit of helping our clients and peers continue to answer the questions of “What’s going on out there, does it matter to us and if so what are we going to do about it” I would like to elaborate on another of the several macroforces we are keeping an eye on and what it means for the future of consumer culture.
It is important to note here that the macroforces impacting our lives do not all necessarily exist in a vacuum. Rather, they can indeed influence and be influenced by one another. The macoroforce of Advancing Human Insights is one such phenomenon that is remarkably influenced and formed by advances in communication technology as well as globalization. It also, as force that is gaining momentum, is perhaps the most strongly human-culture driven force out there. We designate it as a macoforce because it is a phenomenon that has gained very strong momentum in a short period of time and is having a significant impact on life as we know it.
We see this macroforce present in trends such as
- Ongoing advances in food and nutrition
- Increasing focus on fitness and healthy lifestyles
- Monitoring of global happiness as a measure of success, e.g.: Gross National Happiness, The Happy Planet Index, The Relative Happiness Index
Following in the footsteps of Nicolas Sarkozy, UK Prime Minister David Cameron has directed the Office of National Statistics to develop metrics to measure the UK’s “general well-being.” Happiness indices have received a fair amount of press in recent years since Nobel Laureate economists Joseph Stiglitz and Amartya Sen began advocating a move away from a exclusively economic view of gross domestic product towards a model that takes into account less concrete measures, such as sustainability and, yes, well-being.
So how does this evolution impact consumer culture?
For starters, it will have an impact on our global workforce. Especially in more developed economies, we will see fewer workers willing to sacrifice lifestyle balance for the sake of a big paycheck. Definitions of success will becoming increasingly rooted in ability to be happy, healthy, socially and financially successful. This is in opposition, of course, to the relentless pursuit of financial success. That means values will become more important than status and thus consumers will increasingly scrutinize their spending priorities based on the value products and brands bring to their life and the lives of others.
Consumers will also continue to be more mindful of health and wellness and how their consumption contributes or detracts from that pursuit.
They will begin to increasingly embrace the power they have to both pursue their own happiness and personal fulfillment as well as impact that of others: locally and globally.
Consumers in the developed world will start seeking more wisdom from “old world” cultural roots on how to live a fulfilling life. There will be a strong spiritual influence here as well as the influence of longstanding cultural traditions. We will seek our roots to seek meaning and ultimately rediscover our “humanity”.
Consumers will begin to require more substance than style and more art than efficiency. They will seek ways to use their consumption to forward the pursuit of happiness of others close to them and those they connect to around the world.
What does it mean for brands?
Brands and companies will increasingly be judged not just by their products and marketing but also by their corporate culture: Is it a place people like to work? Do they treat their employees well? What are their sustainability policies? Transparency is a new reality and consumers are increasingly looking to discover the human side of business.
Companies and services that help consumers find and manage balance in their lives by facilitating health and wellness, fitness, self reflection, personal time and even the simplicity of “fun” will grow and thrive in this changing consumer landscape.
Brands with an authentic voice that help to make the world a constructively happy place will also thrive. Marketing messaging is powerful and global brands that can help humans find common ground rooted in a more balanced and positive way of life will win a good amount of loyalty, with the side effect of helping to make the world a better in the process.
When all is said and done, the companies and brands that will survive will be those who, from the inside out, do as much as they can to serve their consumers by anticipating and delivering against their increasingly human needs to be better. This is not an idealist philosophy. It is foresight based on a preponderance of empirical evidence leading to sociological and anthropological fact. This global advancement of human insights is directing change in consumer culture at a rapid pace and those brands and companies that can embrace that reality in their heads as well as their hearts and activate against it in business strategies will no doubt see sustainable ROI as they help consumers lead the way toward a more “human” future.