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| Design - Meaningful Consumption | |
| Monday, 28 August 2006 | |
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Issue no. 6, 28 Aug-1 Sep 2006 The sixth in a series of nine interviews with speakers at kjaer global / CIFS International Trends Conference 3rd October 2006 in Basecamp, Copenhagen. Meaningful Consumption and Time to Think
PROFILE – TOM GREATEX,
Insight Director of Anterior:Insight “We are looking for fulfilment that isn't based around consumption.” - Tom Greatrex
(intro photo: Clara Natoli) Questions on: Meaningful Consumption
Greatrex: Today we are constantly being bombarded with brand messages - and
eventually everything blends into one. Meaningful consumption is about people
wanting experiences not messages. They want to be defined by what they do, rather than what
they buy. Q: Why is Meaningful Consumption so much in focus at the moment? Greatrex: Everything has become so 'mass' that branding has gone into overdrive. I think the defining moment was the bling phenomenon. Typified by Burberry wearers it pitched the message 'if you've got it flaunt it'. And what that proved was that anyone can buy brands but they can't buy style. This is why meaningful consumption has come into focus. People are choosing to move away from conspicuous consumerism towards knowledge-based purchases, typified by what is happening in the travel industry. People want to learn something, immerse themselves in another culture - and maybe put something back.
Greatrex: 'Blinglash' - the backlash against bling - is evidence that we are affected by consumer experience. The LSE economist Richard Layard talked recently about the nationwide desire for happiness and I see this as a part of our need for meaningful experiences. We are looking for fulfilment that isn't based around consumption - being engaged in social issues is one facet of this. For instance, food has become the new politics - as witnessed by the arrival of fast-moving gourmet foods. I would also cite ethical travel because there is a new cultural currency based around bettering ourselves and finding personal fulfilment, both of which raise our self-esteem.
Greatrex: People are asking themselves why they need more 'stuff' when our planet is in danger and our landfills are almost full. We've had our fill of ludicrously priced fashions and now people would prefer to ignore the constant media messages and buy unbranded clothing. Or they may choose to abandon shopping in favour of educating themselves at cultural events or by visiting museums and galleries. I've also noticed that whereas party conversations used to centre around shopping or brands, now people are talking about their garden wormeries or their tomato plants!
Greatrex: Definitely the travel industry is leading the way on this. Companies such as Responsible Travel give people a chance to immerse themselves in another culture, trekking through the deserts of Mongolia or learning more about traditional Aborigine skills such as living off the land. I would also mention modern philanthropy - we can see this in action and learn from powerful people such as Bill Gates and Bono. Having achieved everything they could want in their professional careers, their new ambition is to give something back.
Greatrex: Meaningful consumption means brands have to re-establish what the
consumer is all about. Consumers are changing and they are tired of bland messages. The
more you engage with your customers and talk to them, the more impact they will have on
shaping your products. Even multi-nationals are learning this - and talking to their end
users. Q: What lifestyle changes do you think will be the most important in years to come?
Greatrex: There will be more focus on investing in holidays and travel and a big
move away from branded goods. Consumers will take a far more ethical standpoint about
everything they buy. Q: What is the biggest challenge companies face in the future? Greatrex: Having a meaningful dialogue with customers. If they don't do that they will fall behind. It is vital to get consumers involved.
Q: How has modern society changed your notions of time?
Greatrex: The way we sleep, work and do business has completely altered. We are
always accessible, always available and we face increasing pressure at work. All
this has had a huge impact on the amount of time we spend with friends and family. Q: What is your definition of 'quality time'? Greatrex: I'm always working or researching so my ideal downtime is to simply sit back and think or spend creative time chatting with friends. I guess my version of quality time is escapism.
Greatrex: Because we are always available. Society and employers have become more demanding - fuelled by modern technology and efficiencies - and we all feel more pressure to 'go for it' and build a career. And working patterns have changed - I remember when emails first crept into offices, now they have completely reshaped our working lives. All this ekes into our free time and means we have less space for family and friends.
Greatrex: Curiously the 'always on' society has had a big impact on the sleep economy and in the past couple of years people have been buying into products related to relaxation. Sales of pyjamas are up along with really plush duvets. Add to that our obsession with installing spa bathrooms and entertainment spaces and it shows our homes are becoming a hub where we retreat for peace and precious 'me time'.
Greatrex: Yes, it allows companies and organisations to make things much more simple and accessible for consumers. The only question I would ask is: will the consumer thank you for it? More important than time saving perhaps is the empowering properties of certain technologies, notably phones. When 7/7 happened the BBC used films made by passengers - the first major example of citzen journalism.
Greatrex: There are far more possibilities now because of technology. But it has also made people stay later at work and take work home with them. Technology isn't going to go away and it will continue to evolve so we can't fight this. One of its chief benefits is that it allows like-minded people - special interest groups - to find each other. One place where it could do better is with the elderly. This is the sector of society that would really benefit from home-delivered groceries or cheap online holidays, but many of them are not even aware of technology's potential to improve their lives.
Greatrex: More haste, less speed. I'd give this to you in Latin but I never paid attention in class!
Key notes on Anterior:Insight * Clients include Beck's, Brand Strategy Magazine and Vauxhall. * Combine investigation, interrogation and intuition to get a 'fix' on brand directions. * Based off Brick Lane - possibly London's hippest alley.
Next week's interview: Celebrity chef Henrik Boserup gives his view on the value of TIME TO THINK. Download the conference programme on www.kjaer-global.com
Register on www.time2think.net |
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