About the Book
With signs of an economic recovery on the horizon, companies need to take stock of the far-reaching changes incurred by the largest recession since the Great Depression. Today's consumers are no longer comfortable leveraging their credit cards to fulfill their every desire and businesses have to face the fact that as the customer continues to change the economy will inevitably shrink. So how will businesses compete and succeed in an age of mindful consumption? CONSUMED is a forward-thinking look at how shoppers - and consumption - have changed, now and for the foreseeable future, and how businesses must rethink their strategies in order to thrive in this new economic landscape. A worldwide study by Euro RSGC found the following: * More than a quarter of respondents believe their lives would be better if they owned fewer things. * 55 percent of Americans said they're deriving a sense of satisfaction from reducing their purchases during the downturn, and seven in ten global respondents say they feel good about reducing the amount of waste they create. * Nearly half of Americans have no intention of going back to their old shopping patterns, even when the economy rebounds.
That's a seismic shift for a country that has long lived by the credo of "more is more." Brand experts Andrew Benett and Ann O'Reilly advise businesses on current and pending shifts in consumer behavior and what they must do to lead in this new economy.
Table of Contents:
Acknowledgments Preface: All Maxed Out? PART I: UNLEASHED: THE SHOPPER WITHIN The Birth of Consumerism Eating the World Consumerism Hits the Wall PART II: THE FOUR PARADIGMS OF THE MINDFUL SHOPPER Embracing Substance Rightsizing Growing Up Seeking Purposeful Pleasure PART III: MARKETING TO THE NEW CONSUMER Triggers for Change Satisfying the Substance Shopper Speaking the Language of Mindful Consumption Beyond Consumption: What's Next? Appendix: Findings from Euro RSCG Worldwide's The New Consumer Study
About the Author :
ANDREW BENETT is co-CEO of marketing communications agency Euro RSCG NY and global chief strategy officer of Euro RSCG Worldwide. In 2009, Andrew was named to Crain's New York Business's '40 Under 40.' ANN O'REILLY is both a Strategic Planner and Editorial Director of Euro RSCG Worldwide's Knowledge Exchange with nearly 20 years' experience in marketing and publishing. She is co-author of Good for Business (Palgrave Macmillan, 2009), The Future of Men (Palgrave Macmillan 2005), and Buzz: Harness the Power of Influence and Create Demand.
Review :
"The authors apply their marketing savvy and research to forecast the implications of 'consumers' growing discontentment' with lives based on debt-funded extravagance. . . Examining recent trends exacerbated by the economic crisis, they illustrate consumers' increasing satisfactions through saving and simplifying that can soothe financial and ecological worries. They offer marketers four guiding paradigms to attract 'burned-out consumers' gratifications through 'Embracing Substance, ' 'Rightsizing, ' 'Growing Up, ' and 'Purposeful Pleasure.' Summing Up: Recommended. Practitioner and professional collections." --CHOICE
"The consumer mind-set is undergoing a radical change: People are getting serious about making smarter, more mindful choices and are looking for companies that give them what they want. Consumed acts as a navigational aid, empowering business leaders to anticipate and meet these newly emerging needs." --Becky Saeger, Executive Vice President and Chief Marketing Officer, Charles Schwab Corporation
"A permanent shift has taken place among consumers. They are far more engaged in every aspect of marketing and manufacturing, and brand that want to win and retain their loyalty will need to listen better, react faster, and be more nimble in everything they do. This book offers a fresh and vital perspective on those actions that will be most essential to future growth." --Christian McMahan, Chief Marketing Officer, Heineken USA
"The world is changing rapidly, and the brands that will thrive are those most willing to lead that change. In Consumed, Andrew Benett and Ann O'Reilly offer insight and guidance about how best to communicate with and build relationships with today's more thoughtful consumer. It is essential reading for anyone seeking to win the in the post-recession marketplace." --Mike O'Driscoll, Managing Director, Jaguar Cars
"This is an important book for executives because the world is clearly changing. Business leaders need to understand the trends highlighted in Consumed and think deeply about the implications for their brand." --Tim Calkins, Clincal Professor of Marketing, Kellogg School of Management and author of Breakthrough Marketing Plans
"In the emerging world of extreme transparency, customers and employees will trust companies that are truly making a difference in their lives. Being good will trump looking good. This book clearly outlines winning brand values and the behaviors that lead to that most precious bond: trust." --Stephen Quinn, Executive Vice President and Chief Marketing Officer, Wal-Mart on Good for Business
"With their 'Four Cornerstones of the Conscious Corporation' framework, the authors have laid out a clear and compelling vision of a new, more effective way of doing business. Corporate leaders who hope to own the future will heed their advice." --Justin B. Smith, President, The Atlantic on Good for Business
"Good for Business is an excellent guide that shows how transparency and engagement can positively impact a company's reputation. Readers can immediately employ the lessons revealed in the book." --Steve Fludder, Vice President, ecomagination, GE on Good for Business
"Good for Business blazes a trail for corporate executives who want to succeed in the new economy. The authors offer a big-picture vision about the need for a more holistic and "humanized" view of the corporation, and they provide specific suggestions on how to adapt to a world of empowered consumers, heightened transparency, and changed requirements for leaders. A must read for everyone in the C-suite and all who aspire to get there!" --Dan Esty, Yale University and author of Green to Gold on Good for Business
The authors apply their marketing savvy and research to forecast the implications of consumers' growing discontentment' with lives based on debt-funded extravagance. . . Examining recent trends exacerbated by the economic crisis, they illustrate consumers' increasing satisfactions through saving and simplifying that can soothe financial and ecological worries. They offer marketers four guiding paradigms to attract burned-out consumers' gratifications through Embracing Substance, ' Rightsizing, ' Growing Up, ' and Purposeful Pleasure.' Summing Up: Recommended. Practitioner and professional collections. CHOICE
The consumer mind-set is undergoing a radical change: People are getting serious about making smarter, more mindful choices and are looking for companies that give them what they want. Consumed acts as a navigational aid, empowering business leaders to anticipate and meet these newly emerging needs. Becky Saeger, Executive Vice President and Chief Marketing Officer, Charles Schwab Corporation
A permanent shift has taken place among consumers. They are far more engaged in every aspect of marketing and manufacturing, and brand that want to win and retain their loyalty will need to listen better, react faster, and be more nimble in everything they do. This book offers a fresh and vital perspective on those actions that will be most essential to future growth. Christian McMahan, Chief Marketing Officer, Heineken USA
The world is changing rapidly, and the brands that will thrive are those most willing to lead that change. In Consumed, Andrew Benett and Ann O'Reilly offer insight and guidance about how best to communicate with and build relationships with today's more thoughtful consumer. It is essential reading for anyone seeking to win the in the post-recession marketplace. Mike O'Driscoll, Managing Director, Jaguar Cars
This is an important book for executives because the world is clearly changing. Business leaders need to understand the trends highlighted in Consumed and think deeply about the implications for their brand. Tim Calkins, Clincal Professor of Marketing, Kellogg School of Management and author of Breakthrough Marketing Plans
In the emerging world of extreme transparency, customers and employees will trust companies that are truly making a difference in their lives. Being good will trump looking good. This book clearly outlines winning brand values and the behaviors that lead to that most precious bond: trust. Stephen Quinn, Executive Vice President and Chief Marketing Officer, Wal-Mart on Good for Business
With their Four Cornerstones of the Conscious Corporation' framework, the authors have laid out a clear and compelling vision of a new, more effective way of doing business. Corporate leaders who hope to own the future will heed their advice. Justin B. Smith, President, The Atlantic on Good for Business
Good for Business is an excellent guide that shows how transparency and engagement can positively impact a company's reputation. Readers can immediately employ the lessons revealed in the book. Steve Fludder, Vice President, ecomagination, GE on Good for Business
Good for Business blazes a trail for corporate executives who want to succeed in the new economy. The authors offer a big-picture vision about the need for a more holistic and "humanized" view of the corporation, and they provide specific suggestions on how to adapt to a world of empowered consumers, heightened transparency, and changed requirements for leaders. A must read for everyone in the C-suite and all who aspire to get there! Dan Esty, Yale University and author of Green to Gold on Good for Business
"
The authors apply their marketing savvy and research to forecast the implications of consumers' growing discontentment' with lives based on debt-funded extravagance. . . Examining recent trends exacerbated by the economic crisis, they illustrate consumers' increasing satisfactions through saving and simplifying that can soothe financial and ecological worries. They offer marketers four guiding paradigms to attract burned-out consumers' gratifications through Embracing Substance, ' Rightsizing, ' Growing Up, ' and Purposeful Pleasure.' Summing Up: Recommended. Practitioner and professional collections. "CHOICE"
The consumer mind-set is undergoing a radical change: People are getting serious about making smarter, more mindful choices and are looking for companies that give them what they want. "Consumed "acts as a navigational aid, empowering business leaders to anticipate and meet these newly emerging needs. "Becky Saeger, Executive Vice President and Chief Marketing Officer, Charles Schwab Corporation"
A permanent shift has taken place among consumers. They are far more engaged in every aspect of marketing and manufacturing, and brand that want to win and retain their loyalty will need to listen better, react faster, and be more nimble in everything they do. This book offers a fresh and vital perspective on those actions that will be most essential to future growth. "Christian McMahan, Chief Marketing Officer, Heineken USA"
The world is changing rapidly, and the brands that will thrive are those most willing to lead that change. In "Consumed," Andrew Benett and Ann O'Reilly offer insight and guidance about how best to communicate with and build relationships with today's more thoughtful consumer. It is essential reading for anyone seeking to win the in the post-recession marketplace. "Mike O'Driscoll, Managing Director, Jaguar Cars"
This is an important book for executives because the world is clearly changing. Business leaders need to understand the trends highlighted in "Consumed "and think deeply about the implications for their brand. "Tim Calkins, Clincal Professor of Marketing, Kellogg School of Management and author of Breakthrough Marketing Plans"
In the emerging world of extreme transparency, customers and employees will trust companies that are truly making a difference in their lives. Being good will trump looking good. This book clearly outlines winning brand values and the behaviors that lead to that most precious bond: trust. "Stephen Quinn, Executive Vice President and Chief Marketing Officer, Wal-Mart on Good for Business"
With their Four Cornerstones of the Conscious Corporation' framework, the authors have laid out a clear and compelling vision of a new, more effective way of doing business. Corporate leaders who hope to own the future will heed their advice. "Justin B. Smith, President, The Atlantic on Good for Business"
"Good for Business" is an excellent guide that shows how transparency and engagement can positively impact a company's reputation. Readers can immediately employ the lessons revealed in the book. "Steve Fludder, Vice President, ecomagination, GE on Good for Business"
"Good for Business" blazes a trail for corporate executives who want to succeed in the new economy. The authors offer a big-picture vision about the need for a more holistic and "humanized" view of the corporation, and they provide specific suggestions on how to adapt to a world of empowered consumers, heightened transparency, and changed requirements for leaders. A must read for everyone in the C-suite and all who aspire to get there! "Dan Esty, Yale University and author of Green to Gold on Good for Business""
"The authors apply their marketing savvy and research to forecast the implications of 'consumers' growing discontentment' with lives based on debt-funded extravagance. . . Examining recent trends exacerbated by the economic crisis, they illustrate consumers' increasing satisfactions through saving and simplifying that can soothe financial and ecological worries. They offer marketers four guiding paradigms to attract 'burned-out consumers' gratifications through 'Embracing Substance, ' 'Rightsizing, ' 'Growing Up, ' and 'Purposeful Pleasure.' Summing Up: Recommended. Practitioner and professional collections." -- CHOICE
"The consumer mind-set is undergoing a radical change: People are getting serious about making smarter, more mindful choices and are looking for companies that give them what they want. "Consumed "acts as a navigational aid, empowering business leaders to anticipate and meet these newly emerging needs." --Becky Saeger, Executive Vice President and Chief Marketing Officer, Charles Schwab Corporation
"A permanent shift has taken place among consumers. They are far more engaged in every aspect of marketing and manufacturing, and brand that want to win and retain their loyalty will need to listen better, react faster, and be more nimble in everything they do. This book offers a fresh and vital perspective on those actions that will be most essential to future growth."--Christian McMahan, Chief Marketing Officer, Heineken USA
"The world is changing rapidly, and the brands that will thrive are those most willing to lead that change. In "Consumed," Andrew Benett and Ann O'Reilly offer insight and guidance about how best to communicate with and build relationships with today's more thoughtful consumer. It is essential reading for anyone seeking to win the in the post-recession marketplace."--Mike O'Driscoll, Managing Director, Jaguar Cars
"This is an important book for executives because the world is clearly changing. Business leaders need to understand the trends highlighted in "Consumed "and think deeply about the implications for their brand."--Tim Calkins, Clincal Professor of Marketing, Kellogg School of Management and author of "Breakthrough Marketing Plans"Praise for "Good for Business" "In the emerging world of extreme transparency, customers and employees will trust companies that are truly making a difference in their lives. Being good will trump looking good. This book clearly outlines winning brand values and the behaviors that lead to that most precious bond: trust."--Stephen Quinn, Executive Vice President and Chief Marketing Officer, Wal-Mart
"With their 'Four Cornerstones of the Conscious Corporation' framework, the authors have laid out a clear and compelling vision of a new, more effective way of doing business. Corporate leaders who hope to own the future will heed their advice."--Justin B. Smith, President, "The Atlantic"
""Good for Business" is an excellent guide that shows how transparency and engagement can positively impact a company's reputation. Readers can immediately employ the lessons revealed in the book."--Steve Fludder, Vice President, ecomagination, GE
""Good for Business" blazes a trail for corporate executives who want to succeed in the new economy. The authors offer a big-picture vision about the need for a more holistic and "humanized" view of the corporation, and they provide specific suggestions on how to adapt to a world of empowered consumers, heightened transparency, and changed requirements for leaders. A must read for everyone in the C-suite and all who aspire to get there!"--Dan Esty, Yale University and author of "Green to Gold"
“The consumer mind-set is undergoing a radical change: People are getting serious about making smarter, more mindful choices and are looking for companies that give them what they want. "Consumed "acts as a navigational aid, empowering business leaders to anticipate and meet these newly emerging needs.” —Becky Saeger, Executive Vice President and Chief Marketing Officer, Charles Schwab Corporation
“A permanent shift has taken place among consumers. They are far more engaged in every aspect of marketing and manufacturing, and brand that want to win and retain their loyalty will need to listen better, react faster, and be more nimble in everything they do. This book offers a fresh and vital perspective on those actions that will be most essential to future growth.”—Christian McMahan, Chief Marketing Officer, Heineken USA
“The world is changing rapidly, and the brands that will thrive are those most willing to lead that change. In "Consume
