Economy turns attention to other values…

By Robert Wheatley

We have a weekend place in southwest Michigan, about 90 miles from downtown Chicago. It sits in an apple orchard with a small lake in the middle. Above is the view from the end of my dock. It’s serene. Quiet. Every form of wildlife abounds. Eagle, deer, wild turkeys and fox roam the area. The family loves it. We’re spending more down time there these days… It is in some ways a metaphor for how the marketing world is evolving.

In the era of conspicuous consumption people get caught up in things – buying them. They become badges and definers of personal outlook, status and self-image. Consumers morph over time into a form of professional acquirer – homo-shopperoticus — who reaps emotional rewards from adding to the ever-growing stable of goods and services.

You worked hard to play hard, or so the theory goes. The system fed itself and many continued merrily down the path of leveraged prosperity. Then came the crash and things changed – out of necessity the economic collapse forced a reevaluation of what matters. People recognized once again the importance of relationships, families and time together. Our homes have reemerged as havens in the storm. The retrenching on expensive vacations has ushered in an era more about shared family activities than bold-faced travel exotica.

Here is the Michigan house. On weekends inside you’ll find our family playing games together. Talking. Cooking. Reading. Entertaining friends. When the weather cooperates we’re outside rowing on the lake, walking on trails that surround the property. Heading to our neighbors. We’re in a rural area surrounded by farms and vineyards. So small town community celebrations become low-key additions to the entertainment line-up.

Interesting that divorces are on the down stroke now, fueled perhaps by budget realities that make financing separate households less feasible. In the adult beverage business, off-premise distribution (supermarkets, liquor stores) is gaining momentum while on-premise (bars and clubs) slows a bit. People currently consume at social occasions with friends in the home more so than out on the town. Cookbook sales are skyrocketing. Hmmmm?

In the midst of fiscal chaos people look for calm, security, certainty, substance and as a result place more value on tradition and meaning. Brands that recognize this sea-change have an extraordinary opportunity to connect in a new and powerful way with consumers.

Can you facilitate and enable family events and interactions? What language are you using in your messaging strategies? Does it tap into the reservoir of desire for substance, human interaction, authenticity and shared experience? Can you play a role in family traditions? Facilitate communication? People are more grounded now in the understanding that human relationships are an impressive emotional anchor.

Brand relevance is a curious thing because it is so directly tied to acute understanding and insight into the consumer’s needs, wants and passions. As for me I place great priority on my daughters. Brynne (who is about to turn three) and I enjoy some quality time together while having breakfast on the deck. She helped me “cook.” This is where the action is.

Brands that matter do so by acquiring a higher purpose, one built on recognizing people have an intense desire to be a part of something larger than themselves. This is the path to a brand related bond. Now is the time to mine communications pathways that acknowledge and build on this emotional tether.

What do you think?