I have been a long time fan of Iconoculture...
Fascinating article for a marketer and a philosophical point of view from an organization focused on researching cultural trends.
Here are some of the top lines from the article:
- Technology is rapidly helping to level the worldwide commercial playing field
- Consumers make new connections everyday socially and professionally that redefine relationships
- A whole new relationship has been established between the consumer and the marketer
- There are 6 trends at play -
- The centerless world - Technology enabled global competition, Cultural migration.
- Greater expectations - Almost no barrier for new entrants, Consumer demand Trust!
The fear economy - Brands are hope, brands are trust in an otherwise crazy world.
Finite future - Sharper focus on sustainability.- The Age upon us - Age'ing consumer has different needs that need to be addressed
- Belief and the globalized consumer - 3 types that are passionate about their views on ethics, morality and religion.
- Belief-motivated consumers: Cause Consumers driven by ethical (including environmental) convictions
- Confession Consumers: Live by a set of strict religious doctrines
- Conversion Consumers: Represent the shifting allegiances of religions and cultures as they mix
One thing to remember with research and consumer research is just as guilty of prejudices...
We don’t see things the way they are, we see them the way we are – Anais Nin It is never too late to give up your prejudices - Henry David Thoreau
