During "The Eve of Sustainability - Lifestyles of Health and Sustainability Leadership Gathering," I heard many presentations. From Vail Resorts, Ingeo, Haberman, Mohawk Greenworks, Amala, Mini, BBMG and hessnatur. I then had conversations. With Susan Benarcik design and others.
Consistently, I heard that consumers crave authenticity and relevance, stories that connect with their lives, and meaningful simplicity so they can truly make decisions that generate a positive difference for their environment. They particularly crave simplicity.
Shortly thereafter, while catching up on some reading, I came across articles that referred to this same and very real consumer zeitgeist.
Iconowatch,on April 14, 2009, states "SAY HELLO TO SIMPLICITY." Have you read it? I love the final call to action: "To start, offer the consumer an escape - mentally, emotionally, physically, visually - from the disorder of the economic downturn."
I particularly enjoyed Greg Sieck's post about Brand Relevancy in the Age of Frugality where he directs you to a terrific white paper on the subject. Read it. Here's why.
1. The changes affecting us have to do with "practicality, frugality and the will to survive."
2. Consumers are looking for the simpler life.
3. Brands winning with consumers offer value that resonates with consumers: superior knowledge, remarkable service, memorable experience.
4. "Your presence online ... makes you part of the conversation and accessible to your customers."
[See Faith Popcorn: Attitude Toward Recession for additional insights.]
He recommends five rules to adhere to in the Age of Frugality:
+ Believe in your brand
+ Know your customers and speak to them [tout benefits both rational and emotional]
+ Try something new
+ Focus on value, not simply price
+ Have a strategy for permanent frugality
MediaPost published Earth Day In A New Era on 4/23/09. I enjoyed the description of changing consumer purchase behaviors. It matches what I see and feel taking place around me. Do you see the same?
Does this help you better understand your customer? Imagine how grateful she will be if we help her streamline the non-value added confusion, focus on what matters, generally simplify the decision-making process, and provide her with meaningful [green] options...
Simplifying sounds better and better to me. Does it to you?