My mother is a great shopper.

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Of course, she has many other qualities I appreciate, qualities that are more important in this life. But, over the years I have been a close observer and sometimes benefactress of this particular expertise and I can tell you with confidence: she’s got a gift.

So it was jarring when I received this email from her the other day:

SUBJECT: CHRISTMAS GIFTS

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I’ve been thinking that perhaps we should exchange names among ourselves this year…I’m trying to pay attention to my consumption and cut down on unnecessary purchases, reuse bags and save the earth. (Dad says maybe I’m just cheap). I’d like to commit to buying nothing new for a year, except for food and hygiene, but I’m not there mentally yet! Santa would still have stockings for everyone…but there would only be one present for each of us. How do you feel about it???

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What’s most striking to me about this email is that it is proof positive that the change in consumerism we have been talking about in marketing meetings and in the media is at hand. Possibly, it’s even bigger than we imagined. Continue Reading »

I’ve been invited to speak at this event in October. I’m really looking forward to having a sympathetic audience at a marketing conference for once. My topic will be the widening gulf between awakened consumers and the marketers who constantly underestimate them. I have done in-homes with chewing gum users that led to inspired conversations about karma; workshops with suburban women who are putting Eckhart Tolle’s principles to work in their PTA meetings; and a deep dive with 20somethings that led to conversations about self-actualization. These findings were both surprising and intimidating to my clients until they saw that they were an invitation to a more meaningful connection. For me, the potential for relating to consumers on a higher level is thrilling. I hope to tell some stories, give recommendations for tools that can help open the door to deep interactions, and inspire a few brand managers to elevate the conversation.

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