Perhaps I’ve not been clear enough lately. Just as marketing to women really should not have been some hugely new concept when it started getting noticed a decade ago, so too should marketing to the sustainable consumer NOT be considered a whole new, hard to learn, concept. In both cases, … Read on >
When so many “studies show,” experts have spoken, books have been written and conferences on the topic held, why do marketing decision-makers STILL lag behind consumer culture? I ask because I have long been astounded by how “marketing to women” continues to be “new” news. And, now, as I study … Read on >
What motivates the average person to engage with the tough societal issues? That’s a question I’m deeply exploring in both my work and master’s studies these days. An article by George Marshall in Yes Magazine helped me put some framework around the psychology of climate change denial, specifically, and … Read on >
There’s nothing like going back to school to get a fresh perspective, and – wow – have I been learning some fascinating stuff since I stared working toward a master’s degree in socially responsible business and sustainable communities through Goddard College. The ideas and connections it is sparking, in fact, … Read on >
We are at an interesting crossroads in consumer culture. Where luxury purchases used to be the ultimate sign of affluence or, at least, aspiring affluence, more consumers now may be driven to make conspicuously conscious purchases. According to research co-authored by Aronte Bennett and mentioned in her MediaPost article, … Read on >
I like the sound of the Simplifier, a psychographic recently defined by John A. Quelch and covered by Iconoculture. This person is:
“…a middle-aged affluent looking to downsize during the downturn because she wants to, not because she has to (Harvard Business Publishing 10.15.08).”
While the Simplifier may … Read on >
