If Consumers Ignored the Joneses, What Would Marketers Do?
Why does my mom’s 2003 Subaru gleam so bright in my eyes and why do I drool over a friend’s new mountain bike or cashmere sweater? They may all be shinier and spiffier than what I own, but the reality is my almost 10-year old car works just great, I road bike more than mountain bike and I have all the sweaters I need (thank you very much).
These days it is worth noting that brands will need to compete on who offers less in a way that means more to consumers. It is a big shift for marketers, but very worth paying attention to - especially for all of you out there who want to resonate with the women’s market. Take a look at my latest HuffingtonPost piece for more on how sustainability may rob the Joneses of their power.
