Business Welcomes Back Social Valuation and Difference in the Marketplace!

Posted by: Robbie Blinkoff

In an unprecedented whoosh, the business community’s welcoming back social valuation and difference in the marketplace. “Wow it really was starting to stink around here,” said one reputable marketing executive who would rather remain anonymous. “But you know, the reality is that this whole recession may be just what we needed!” The exec went on to say that the whole marketplace had become so overly commodified (lacking social value for the sake of commercial value) and commoditized (lacking any real difference across products and services) that we were really trading and selling stuff of very little value to people. “Now,” he said, “we’re seeing our customers seeking out, finding and demanding social values from what they buy and real difference in the products and services they receive.” He went on to say “It’s marketing 101, I know that. But it’s real breath of fresh air. And ultimately we all win with this new direction.” He finished by acknowledging the shame in the whole process – that it took a painful great recession to set off this new direction. “But at least change is in the air,” he said.

Recession Concessions: The Bargain Movie Theater

Posted by: Robbie Blinkoff

So the kids really wanted to to see the movie “Hotel for Dogs”. “Hotel” had long left the theaters, BUT lo and behold the good old bargain theater still had it in its line-up! WOO-HOO! So on a dreary Sunday afternoon (and my birthday) we headed out for the movie (and a follow-up “make-your own pizza” at a nearby restaurant). [Note: I actually like movies like this, so there was little arm twisting AND at bargain prices I could happily drown myself in soda and popcorn somewhat guilt free.] The movie was, well, SOLD OUT. We luckily got in and ended up in the FRONT ROW. It was a funny movie and the kids and the audience went from smiles to tears to smiles. The message was so on point with the recession — all about the importance of family and caring for everyone and everything. And puppies and homeless dogs are always perfect for hurting souls. I’d say all of us in the audience for the movie last Sunday gave that bargain theater experience a big thumbs up as a great “recession concession.”

War On Consumerism

Posted by: Robbie Blinkoff

It’s gone virtually unchecked and we’re in arguably the worst economic crisis ever. The consumer industry is collapsing and the casualties are piling up – real human suffering is happening. Why don’t we face it? We’re under attack. There’s a war on our way of life. No I am not talking about terrorism, I am talking about consumerism. What makes matters worse? The enemy is us. How do we battle a war against ourselves?

War on Consumerism? You hear those words put together and jaws drop. Two reactions follow: One camp will read those words and more or less think about how to save our sacred institutions. The other camp sees those words and says – thank-you for helping me get out from underneath that pressure.

But make no mistake, we are under siege. Think about it, arguably government backed banks appear to be withholding taxpayer dollars for loans. Just a few days ago, “insurgent” groups of consumers boarded busses to knock on doors of banking CEOs in New York and Connecticut – demanding the executives stop blocking foreclosure prevention efforts. And, in my line of work, consumer anthropology for corporations, we’re seeing more examples that a war is on. From conversations we’ve had, it’s clear that informal war rooms are hatching up everywhere – from credit card companies to consumer packaged goods companies to living and dining rooms across America. All of us are in this together and all of us are creating survival strategies, resource plans and back-up plans. The lucky ones are able to see the opportunity more clearly and are already on their way to grounding their consumerism in a deeper understanding of the differences between want and need. However, many millions are already well into their plan Bs and Cs as they figure out how to reduce the carnage from lost income, lost homes and more.

As a consumer anthropologist I believe we need to frame this situation in provocative and stark terms in order to push the conversation further. It’s kind of funny, I’ve never seen and heard so many people sounding like consumer anthropology colleagues of mine! We’re all able to see the way our way life works and truly examine its implications. We have a rare opportunity at this time to take what we learn and create something a new. I just believe that we need to formally declare a War on Consumerism to get us to enter into the necessary transformation process and begin to officially do battle with – ourselves. It is only in this way that we have the opportunity to realize the desire that consumers across the US have been sharing with us – the desire to reground their spending, their lives, and return the American Dream to its roots, and those aren’t about the opportunity to buy, but rather the opportunity to really enjoy life.

I believe people are ready to frame the discussion in a way that helps us all move forward. I believe they’re ready to hear what they need to hear and to feel the pain it will take to move forward. I’m certain we will emerge from this crisis with a functioning consumer economy that more or less chugs along. But what I am not certain about it is whether we will seize this opportunity and create a new kind of consumerism – a Grounded Consumerism – where we can all truly achieve what we desire most. To live better, for real. It’s for this reason that I declare a War on Consumerism today and invite you to join me in battle.

Economic Darwism: Survival of the Fittest in a New Economic Environment

Posted by: shannon

It’s Darwin’s 200th birthday today, and I’ve been thinking a lot about evolution as it pertains to business. Marketing calls this “economic darwinism” and even though my anthro professors scoffed at such a term, I think it’s interesting to compare the econ concept of supply and demand to Darwin’s concept of natural selection.

I came across this article today (below) and it made me mad. From the consumer perspective, how dare you tell me to spend right now for the “good of the economy?” I’m finally starting to figure out how to do what’s best for me, my family, and our financial wellbeing–saving for our future, eliminating debt–and you’re telling me that it’s wrong? That I should be spending? No one is explaining WHY this is. Why is the answer to a weakened economy MORE mass consumption (which is tantamount to the self sacrifice of individual consumers)? Bush told us all to spend, spend, spend after 9-11 and it didn’t do us very much good. I think people are starting to see through these “spend” mantras and doubt the truth of the “economic collapse” warnings.

http://money.cnn.com/2009/02/12/news/economy/savings_rate/index.htm?cnn=yes

Here at Context, we’ve been doing some fascinating work on the major cultural changes that are underway in response to the economy. It starts with people realizing that there’s a new wind blowing through; a new realization that we are all responsible for our own financial and economical wellbeing that it is very strongly correlated with our spending habits. Folks move through stages as they “evolve;” moving closer to a new consumer identity that we’ve called “the Grounded Consumer.” Grounded Consumers understand the difference between need and want, between spending and saving. They pay off their debt and take measures to ensure a healthy future financially. They stop senselessly consuming and believe that experiences are more important and gratifying than things or the act of buying things. This is good news for consumers, bad news for companies. The reduced spending that puts consumers in a better place has companies all but panicked about their ability to sustain themselves.

The good thing is that hopefully when the dust settles we’ll be left with companies that actually fulfill a legitimate consumer need rather than exacerbating mindless conspicuous consumption. In this new environment (I saw on the news last night they’re coining it the “New Reality”), different pressures are on businesses than before which inevitably means some will be fitter than others. These pressures are largely driven by consumer culture and the changing landscape of the nature of “demand.” Hence, our focus on this being a cultural change hits right on the center of the issue. Companies that get this sooner rather than later and are able to form themselves to the new mold of the Grounded Consumer will be more likely to survive. Those that don’t adapt well to the new environment will be selected out of the producer gene pool and go the way of the dodo bird.

Death by Texting

Posted by: Robbie Blinkoff

I just read that it’s possible the engineer during the fatal California train wreck was driving and texting. As anthropologists we often speak about the evolution of technology or more aptly the evolution of behavior and technology. Boundaries around people’s behavior with new technology take longer to develop than the adoption of the technology itself. If these deaths in California (which did include the engineer) were due to texting while driving, it’s terribly sad and tragic. Even if texting ends up not the cause, clearly California and likely the nation, will create texting legislation. It’s not the first time in my personal experience where I’ve felt the need for the boundaries around behavior to catch up with texting and mobile phone adoption. I used to frequent the buses here in Baltimore and more often than I care to mention I watched drivers make phone calls and text while driving. As anthropologists it’s fascinating to watch the evolution of behavior with new technology. But when that adoption curve means likely death, society needs to step in sooner to speed up the adoption.

The Car Consumer Conundrum

Posted by: shannon

I recently clocked miles per gallon for the first time for the Jeep Cherokee I’ve had and loved for 10 years. Always a trusty friend, we’ve driven over 100,000 miles together all over the US, Mexico and Canada. I have an affinity for my Jeep and I always swore that I would run it into the ground before I traded it in. I guess it was some weird sense of automobile loyalty combined with classic consumer product personification (my Jeep’s name is Betty Sue). So what was the mpg verdict? 16 miles per gallon. “16?” I thought. “SIXTEEN?????” That means that at current gas prices of $4/gallon, I’m paying .25 per mile. Suddenly I began to eye my trustworthy Jeep with slightly less blind dedication. What will I do when gas gets to $5, $6 a gallon and higher? Clearly I’ll have to let go of my Jeep (tear). But where to go from there?

First of all, plain old combustible gasoline engines, particularly of the SUV variety, aren’t getting any kind of trade in value. And then there’s the problem of what to buy instead. Do I try for a fancy hybrid? Not anytime soon, due to the difficulty Ford and Honda are having in keeping up with demand because of a backup in hybrid battery production. Do I wait until 2010 when GM rolls out their new plug in electric? Or wait even longer for their super eco-friendly line of hydrogen fuel cell cars to get going? While it looks to me like hydrogen is the all around best choice, GM is waiting for the refueling infrastructure problems to be solved before launching a hydrogen car. Who knows how long that will be? And who knows what cool new innovations other car companies will come out with? In the meantime those of us stuck in the middle are paying out the ears just to get done what we need to get done in our day. The rock is that we can’t afford to drive our old car anymore, the hard place is that we don’t have a clear new direction.

As consumers, we take a lot of factors into consideration when we make a purchase decision, particularly big ones like automobiles. However when a big environmental shift also shifts our consumer perspective and point of reference, how do we “reground” ourselves into a workable pattern of living? How do we go about making an intelligent and well thought out decision now in light of the obscured vision of the future of alternative fuels? Who do we go to for advice when no one seems to have a reliable crystal ball? In order for any kind of gasoline or fuel alternative to work, we hear, it will require a new infrastructure. In order for a new infrastructure to be invested in by government and corporations, we will have to decide as a Culture which direction to go. Or will we? Is there more value in diversity or conformity? If diversity, will we ever have enough “buying power” behind one fuel source to justify an infrastructure overhaul? If conformity, can one alternative fuel source replace the solidarity that gasoline brought to our transportation needs? Or is the release of efficient cars an evolution of growing pains and auto-baby steps for both consumers and car companies that we’ll just have to tolerate, moving forward as best we’re able, until a clear winner emerges?

Personally, I’m going to readjust my tire pressure, change my oil, drive at 55mph, keep a close eye on gas prices, and try anything else the experts tell me will improve my gas efficiency. Maybe I can squeeze a few more mpg out of Betty Sue before I’m forced into choosing a side.

Hope… ?

Posted by: Tracy Johnson

(Reader beware… this one is personal). I recently had friends over this weekend, and they asked the question that I often get, “How do you use anthropology in the private sector?” Well, this time I was more prepared than usual. I had recently had a lot of time to think through this question as I spent a couple of weeks in the hospital dealing a fairly scary health event.

One of my husband’s friends called me while I was in the hospital and said something to me, which although seemingly simple on its surface, was truly earth shattering at the time. He told me, “You have to have hope.”

Hope. It totally blew me away. How do I get that… where does hope come from? I started to think about the places where I seen hope or where and when people have talked to me about hope. And that’s when it hit me that out in “the field” anthropologists are always talking to people about their hopes.

Traditionally, anthropologists go into the field (years in Thailand, or Papua New Guinea, or post Communist Russia) believing that we are going to ask a lot of questions, or really stimulate a lot of discussion around a wide array of topics political systems, religious beliefs, marriage rites, daily rituals, educational processes, and the like. But as our informants, our collaborators bring us into their social and cultural worlds much of what they speak of is tied to their hopes and dreams, their sense of themselves in the world they inhabit and how they seek to find happiness within this world.

In fact, this is no different from what we talk to our clients about here at Context. We go out into the field-Mom’s kitchen, the community playground, a yoga class, the local Target-and we spend time with people striving to pursue small hopes. By small I don’t mean inconsequential; indeed these hopes are very consequential. Rather I mean that they are rooted in the reality of people’s lives. These folks are not dreaming up big schemes; rather they are looking to get through the complications of each day happy and whole, and surrounded by loved ones who are also happy and whole.

So, when marketers are trying to understand where their products fit into peoples’ lives what they need to look for is hope.

The Wii Fit?

Posted by: Stephanie Simpson

I have seen the commercials and read the articles about the groundbreaking Wii Fit video game that is suppose to make weight-watching and fitness fun.

I have mixed feelings about it. On the one hand we should all be doing something to stay active and manage our weight in order to feel healthy. But on the other hand do we really need to spend more time indoors and in front of the tv?

I think that this launch of the Wii Fit should be a wake up call for society…I don’t mean to sound overdramatic here. But what if we used this as our motivation to talk to our employers about getting some time off during the day so we can get outside the office and do some things that help us stay fit.

Why should 5am or 8pm be the time for fitness for most working adults? I am not only talking about exercise here, I am thinking along the lines of a modified siesta. Maybe if our largest meal was in the afternoon, followed by a short period of “recharging” we could function more efficiently both physically and mentally.

So many corporations are studying health and wellness these days from the food we eat to the activities we engage in to try to crack the code. I think that changing up how we all live is the only way we are going to move the needle on the health and wellness factor.

Building Communities

Posted by: Stephanie Simpson

We know that as the world continues to evolve and become more and more international, we look for ways to stay connected to our existing community and create new communities too.

We join message boards and user groups but what we may not have thought about is that this can allow us to become part of a community before you even arrive at a physical space. An example is the Brooklyn-based Park Slope Parent’s user group on Yahoo. If you are looking to move to the area, you can join the group to meet other parents in the area before you even arrive. This allows you to begin to establish a new community or be accepted into an existing community before you are there; thus, making your transition much smoother and more social.

What I am getting at is that using technology like these user groups actually has the ability to physically connect us. Another example is the Street View in Google Maps…

What will the future hold for us? Can you smell that birthday cake I am baking for you? And feel my hug? It doesn’t seem like we are too far off.

Starbucks in Crisis

Posted by: Robbie Blinkoff

Startling admission: I’ve had a cup of Starbucks coffee or two in my life!

What we have to ask ourselves about all the current Starbucks navel gazing and re-discovering its roots is: Why Now? Well because the company was feeling some distress and decided they needed to revisit and re-energize themselves around their origins.

That’s ok and cool.
I just wish they had done all this introspection before they hit hard times in the business. Becasue for all the cool stories about their beginnings and all they’ve done for the coffee movement, this recent move only comes off as a public relations stunt to drum up business.

Just keeping it real.

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Business Welcomes Back Social Valuation and Difference in the Marketplace!

Recession Concessions: The Bargain Movie Theater

War On Consumerism

Economic Darwism: Survival of the Fittest in a New Economic Environment

Death by Texting

The Car Consumer Conundrum

Hope… ?

The Wii Fit?

Building Communities

Starbucks in Crisis