THE ERA OF MEANINGFUL CONSUMPTION

Credit by Havas Group


Mentioning in the title above, the Era of meaningful consumption means a time when people are accepting personal responsibility for the impact of their purchases and resolving to minimize the harm they cause.


After doing so many surveys around the world, we find seven keys addressed below:

  1. Consumers are seeking to strike a balance between guilt and pleasure.

  2. People want to live more meaningfully.

  3. ME is the new factor of change.

  4. The power of our purse may trump our clout at the polls.

  5. Sometimes the best “deal” is less about getting than giving.

  6. Every penny counts.

  7. Lost in consumption, people are craving simplified shopping.

How should brands respond to this shift? By addressing the 10 emerging need states laid out in the report below in both their manufacturing decisions and their marketing communications.


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