‘STATUSPHERE’ how and where your customers are finding their status fix…
The latest from trendwatching.com…
Whatever industry you’re in, in the end, everything is about status. And since what constitutes status in consumer societies is fragmenting rapidly, 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.
Now, in a traditional consumer society, where consumption is one of the leading (if not the leading) indicators of success, those who consume the most (and especially those who consume the rarest and most expensive), will typically also attain the highest status. This is why brands have, for decades, gladly provided people with goods, services and experiences that help them (boldly or subtly) impress their peers and help alleviate their anxieties about how they’re perceived by others.
However, mature consumer societies are changing, and so is the ‘STATUSPHERE’: an increasing number of consumers are no longer (solely) obsessed with owning or experiencing the most and/or the most expensive. Our definition:
STATUSPHERE | As consumers are starting to recognize and respect fellow consumers who stray off the beaten consuming-more-than-thou-path, ‘new’ status can be about acquired skills, about eco-credentials, about generosity, about connectivity… All of this makes for a far more diversified ‘STATUSPHERE’ than most brands and organizations have traditionally catered to. Time to really figure out how and where your customers are now finding their status fix.
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