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.
March 25th, 2009 - Posted in Anthropology, Behavior, Consumer Products, Cultural Trends, Habits | |
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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.”
March 18th, 2009 - Posted in Anthropology, Behavior, Consumer Products, Cultural Trends, Ethnography, Habits | |
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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.
February 17th, 2009 - Posted in Anthropology, Behavior, Consumer Products, Cultural Trends, Ethnography, Habits, Robbie's Thoughts | |
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I have to start by saying the following in the most non-judgemental way – I am PhD Cultural Anthropologist who did his dissertation research in Papua New Guinea and has spent the last 9 years doing market research (ethnographic consulting) for Fortune 500 companies like American Express, Microsoft, Kraft, General Mills, Adobe and many more. So I’ve read and gotten something from all those business books out there. But last night I’m reading Anna Karenina by Tolstoy and I hit a quote from one of his cast of characters and I am blown away by the insight the quote provides me – personally and professionally. Unlike most business books, the quote leaves me full and satisfied and able to apply it in so many ways. So here it is:
“It’s only those peoples that have an intuitive sense of what’s of importance and significance in their institutions, and know how to value them, that have a future before them – it’s only those peoples that one can truly call historical.”
Read that quote and then consider any or all of the following thought starters:
What does the quote say about:
1) How well I know myself?
2) My relationship with my family?
3) How I work with others?
4) The way I make decisions about my business?
5) The choices I make (or made) in my personal and professional life?
6) Who I trust as the next president of the United States?
7) How I make sense of the current economic bailout package?
The measure of great insight is how much clarity of thought you get and the positive direction that insight takes you. So I have an unlimited offer. Call me 410 223 3589 or write me rblinkoff@contextresearch.com and I will provide totally solicited advice based on this quote. My goal is to insight as many people as possible by using this quote. What do you have to gain?
September 23rd, 2008 - Posted in Anthropology, Behavior, Cultural Trends, Ethnography, Habits, Robbie's Thoughts | |
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What was up with the ads that debuted during the Superbowl? As I think back to them, and of course, working so closely with an advertising agency, talk about them in their aftermath, I’m left with a singular vision. Loud, beat driven music, with in-your face graphics… and everyone in the commercial being brought together for the final shot dancing, or head banging, in unison.
Do companies really believe that we’re all struggling to be the same? The work we’ve done over the past year with Context shows that to the contrary, consumers are all struggling to be different within the onslaught of the same. Yes, most Moms, for example, are struggling with the question of how to make a nutritious dinner for their families in a short amount of time - and one that they’ll eat. But just like each child in the family has his and her own dislikes that they bring to the table every night, each Mom has her own unique take on the struggle.
One company that we worked with during 2007 had the courage to go beyond the ever constant drive to segment. They looked at the market outside of their segmentation. They struggled to understand how people were changing and ultimately how in fact they were all quite different.
We hope more will follow in 2008.
February 6th, 2008 - Posted in Anthropology, Behavior, Ethnography, Habits | |
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People have been playing, planning meals, making dinner, grocery shopping, packing their children’s lunches, buying exercise gear… and so on since long before us marketers began studying them. In fact what marketers have studied is the desires, motivations, aspirations, and dreams that people possess around these decisions, these purchases, and these activities. What can one possibly say that is new?
Well, instead of joining a tired arms race to proclaim the “new,” we can place these behaviors within their appropriate context and thus provide a whole new way of looking at playing, eating, shopping, and decision-making. This appropriate context is our cultural moment. Without explaining how these behaviors fit into our cultural moment, the meaning that these behaviors have taken on, both in individual lives as well as in how we come together as a community, there is no hope to ever get deeper with people.
February 1st, 2008 - Posted in Anthropology, Behavior, Cultural Trends, Ethnography, Habits | |
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