Holistic Buying: 2008’s Most Important Trend
In my most recent HuffingtonPost piece, I write about the trendiest trend ever: holistic buying. Today’s consumers are taking the “it all matters” perspective, so integrating your marketing channels or emphasizing linear facts or ignoring their environmental expectations won’t work. They are looking for more: more reason to buy YOUR geegaw over another brand’s, more meaning behind the purchase, and more long term connection for whatever reason.
Here’s a clip, but head on over to HuffPo if you have an interest…
“In order to stay one step ahead of - or even just in step with-
today’s consumers, a brand’s management team must be able to connect
seemingly disparate dots from politics to psychology to art, and
everything in between. Our current culture of global abundance, you
see, allows for consumers to take a more systemic approach to shopping
or any sort of decision-making. If what a brand says and does doesn’t
match up, there is always another brand that better fits that
particular consumer’s holistic, it all matters, perspective.
From cause marketing to corporate responsibility, and everywhere in
between, consuming is no longer about linear buying, but about
integrated thinking and decision-making that leads to more meaningful
purchases (and sometimes that means the consumer, after thinking long
and hard, may decide not to purchase a thing).”
January 4th, 2008 at 10:10 am
It shows that more and more consumers are more aware of brands and their tactics. They want to get what they were promised and won’t settle for anything less. I’m actually pretty glad to hear this because it implies that less consumers would be fooled and taken advantage of.