This is easier said than done. Consumerism has been built on a set of highly flawed values so breaking out of this is the hard route. But we all know our world is increasingly less sustainable. And unless the people in power (brands, products and businesses) create different values in the demand for their stuff, there will be little change in consumer behaviour. As much as we "want" to and "need" to, we don't. The below excerpt from a highly acclaimed thought leader, sums it up:
We say we want sustainable packaging...
but end up buying the one in fancy packaging instead.
We say we want handmade, local goods...
but end up buying the cheap one, because it's 'just as good.'
We say we want the truth...
but end up buying hype.
We say we want to hire for diversity (of thought, culture and background)...
but end up hiring people who share our point of view in most things.
We say we want to be treated with respect...
but end up buying from manipulative, selfish, short-term profit-seekers instead.
We say we don't want to be hustled...
but we wait for the last-minute, the going-out-of-business rush or the high pressure push.
It actually starts with us.
Here's the thing. It also starts with anyone with the leverage and power and authority to make something.
Because even if it's the marketing we deserve, it's also the marketing they create.
So as a brand, product or business, the challenge is creating marketing that is right, and not what has always worked. In the long run, your brand and business will be respected for it. It may not be the short spike in sales you need. But (as I always ask), is it long term brand loyalty you are after or short term sales?
