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Clear skies. No pollution. No noise. Just birds and nature. Let’s not forget the silver lining this pandemic has taught us. We can live better with less. #thankful #postconsumerism #pandemic #nature #climatechange #biodiversity #silverlining (at Quimper, Finistère, Bretagne) https://www.instagram.com/p/B_H0R4Zopza/?igshid=cxawl0n3835c

#thankful #postconsumerism #pandemic #nature #climatechange #biodiversity #silverlining

The Post-Consumer

I'm about 10 pages into Seth Godin's The Purple Cow, a book / manifesto about how to approach marketing which was published in 2005. Seth Godin was a guest on Emma Gannon's podcast a while ago and her firm recommendation inspired the purchase yesterday evening on Amazon. (Thank u, Emma!) In the book Godin briefly, knowledgeably and casually runs through the evolution of marketing over the past 100 years, in a way only he can, which inspires the question 12 years after it was published: where are we now? These days, those of us who live in hyper-commercialised societies that are optimised to make money are constantly fed by brands - products, solutions, innovations, lifestyles, just plain stuff, and you can buy it any time either in real life or online for delivery to an address of your choice the following day. There are so many choices to make which is exhausting, taking us to a place where we shun it and shift the way we approach shopping and being a consumer. Post-Consumerism is moving beyond addictive consumerism. We've been fed to the point of over-saturation, we can't take anymore, it's pouring out of our ears and . Much like the news have become so ridiculous in a world of Brexit and Trump, brands have flooded the world with products to the point of where keeping up would be a full-time job (although I'm sure journalists are exhausted these days). So, what comes afterwards? The shift and guilt from owning more than we need, guilt both from a global citizen and environmental POV, is maybe directed to the wellness of ourselves and those around us. Instead of purchasing materially made objects and things, we invest in our skills, well-being and our beliefs, bettering ourselves and expanding our minds. It might also make us even more independent and swing us further away from products to services, plugging into whatever works for the time-being until we are exhausted or grow bored and move on. A part of the daily routine today, gone tomorrow - we all have many examples of this. It's old news that the lifespan of people's loyalty and attention has been declining but a feasible future can’t be a steady decline until we can't focus for more than milliseconds at a time (can it?). What is interesting is approaching products or services or whatever you have to market not with an ambition based on longevity, margins and big growth over time, but one of filling a need for a length of time that makes sense and moving on to something else with your customers or with a new group of people. They won't think twice about leaving - why shouldn't you move on to something new and exciting too?

#marketing #sethgodin #emmagannon #postconsumerism #products #services #oversaturated #hypercommercialism

Did you regret your Black Friday outing this year? We have reasons to remind yourself to avoid it next year.

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