Like it or not, the need for recognition and status is at the heart of every consumer trend. Status is the ultimate (hidden) motive, a subconscious but ever-present force. Not a single status symbol or story is ever safe from devaluation, as these symbols and stories are mere agreements between groups of people.
5 Ways for consumers to get their status fix
1. Bigger, better, harder
Traditional consumption is about buying (and enjoying and showing off) more and/or better stuff than fellow consumers.
Hence STATUS STORIES becoming more attractive and prevalent: as more brands (have to) go niche and therefore tell stories that aren't common knowledge for the masses.
2. Generosity
Owning is no longer the only way for consumers to get their status fix: the act of giving reflects well (if not better) on individuals, too.
3. Green credentials and unconsumption
As entire societies have embraced sustainability in everthing as the (only) way forward, and as millions of consumers are now actively trying to greenify their lives, green credentials are an endless source of status.
Consumers' interest in green credentials will lead to even more eco-friendly goods and services sporting bold, iconic markers and design, that help their eco-conscious owners show off their eco-credentials to their peers.
4. In the know & skills
Growing pockets of consumers find pleasure (and STATUS STORIES) in mastering skills and acquiring knowledge. They attain status from finding an appreciative audience that's impressed with what they know, and can create, instead of what they consume.
5. Connectivity
The online world, which is truly an endless source of new status fixes. It’s all about who you connect to, and who connects to you, tribal style.
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