Maritz – People Centered Business

In the book Consumer Shift: How Changing Values Are Reshaping the Consumer Landscape, author Andy Hines provides one of the most comprehensive descriptions of what may be happening in the consumer landscape.  He presents the case to “rethink” saying that our old approaches to consumer understanding just aren’t working anymore.  Something is happening in the consumer life that suggests that the landscape of the next decade is likely to be quite different from the previous one.  The changes are characterized as “the rethink.”

Andy describes an interesting paradox that is taking place.  What is happening in the midst of the Great Recession is somewhat unprecedented.  While difficult times normally slow down the adoption of new values and drive a fall-back to older, more comfortable values — the paradox is that the Great Recession may be having the opposite effect and actually be providing a boost to the adoption of new values.

So what are the new values that are emerging?  Five key themes form the core of these changes:

1.) Authenticity.  In the midst of almost everything being manufactured and spun as part of a marketing opportunity, the truly authentic experience has become a rare commodity.  People are tired of being managed and manipulated and hunger for the straight story, warts and all.

2.) Connection. The busyness of daily life and the need to “keep up with the Joneses” has reached a point where people feel they’ve lost touch with their priorities.  Thus they seek to scale back and get more involved in their communities and with the people they do business with.

3.) Anti-consumerism.  There is a sense that the consumption relationship needs to be reoriented such that consumption is not the end goal but a means to various ends.  People want to enjoy experiences and invest in relationships more than they want more stuff.

4.) Self-expression. A sense of emptiness with adding yet another material possession is prompting a search for deeper meaning and purpose in one’s life.  People are shifting from a passive orientation to an active orientation; they want to express their views, their values, their purpose, and their creativity.

5.) Enoughness. There is a sense that “having enough” may be more important than perpetual material pursuit.  People seem to be accepting the recession-imposed limits which is prompting them to opt for voluntary simplicity. 

Many businesses will find themselves in a “race for relevance” as they strive to create brands, products and workplaces that meet the shifting landscape of “The Re-Think.”    For those familiar with Maslow, it appears as though “The Re-Think” is a societal shift up the pyramid toward values of self-actualization.  The implications for business is significant.