digital’s emerging role in unconsumption
DESCRIPTION
“Buy one, give one” isn’t a campaign for charity. It’s one facet of the massive values correction that recession-rewired consumers are making. Learn how the digital channel is driving the trend in consumer goods’ reuse and repurposing, and why brands should embrace unconsumption for both CSR and ecommerce initiatives.TRANSCRIPT
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Unconsumption
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Unconsumption
SXSWFrom:Dr. Nita Rollins, FuturistResource Interactive‟s RI:Lab
Actions and forces that reduce a consumer footprint
Unconsumption
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No Shortage of Scholarship
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RI TREND MAP
2009-2015
Macrotrend
Consumer
Digital
Sociocultural
Brand/Industry Vertical
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RI TREND MAP
2009-2015
Macrotrend
Consumer
Digital
Sociocultural
Brand/Industry Vertical
Scarcity &
Sustainability
Locasumers
The Socially
Conscious Web
Unconsumption
CSR
Recessionary
Reality
Stealth Wealth
Skeptinomics
Lifehacking
Stopwatch
Shopping
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The Lazy Environmentalist
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NYT
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he CleanEconomy: Repowering Jobs, Businesses
and Investments Across America,
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Are marketers focused on
this alternate economy and
ecosystem?
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Some are...
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“Unconsumption is a word used to describe everything that
happens after an act of acquisition.Unconsumption is an
invisible badge.
Unconsumption means enjoying the things you
own to the fullest – not just at the moment of
acquisition.
Unconsumption is an idea, a set of behaviors, a way of
thinking about consumption itself from a new
perspective.Unconsumption is free.” SOURCE: unconsumption blog by Rob Walker, Tom Hosford, Steve Chaney, Brian W. Jones
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H&M Outed for Destroying Unsold Apparel
SOURCE: NYT, Jan 2010
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PUBLICIZING AND
CATALOGING
CONSUMPTION
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the
friendliness which stuff-swapping could
engender.
my relationship with stuff and
how not to let it define you.
ARTISTIC
INVENTORIES
EXAMINE
CONSUMPTION
& IDENTITY
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the
friendliness which stuff-swapping could
engender.
my relationship with stuff and
how not to let it define you.
Everything I Have
ARTISTIC
INVENTORIES
EXAMINE
CONSUMPTION
& IDENTITY
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consumer
ACTIONSdigital
FORCES
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Online Forums
Video Ethnography
consumer
ACTIONS
Dane, 24, Austinite & unconsumer
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Swap
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digitalFORCES
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RADICAL
TRANSPARENCY
900 of 4,500 companies delisted
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DISINTERMEDIATION
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FREECONOMICS
Free: The Future of a Radical Price
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NETWORK EFFECT
The Facebook Causes application
has become the fastest growing
consumer Internet application in
history, reaching 50 million users in
just two years.
“Companies like Facebook, Twitter, Ebay and Apple--but not Google--will dominate the
future of the internet. Collecting data is less
valuable than connecting people.”
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DEMATERIALIZATION
The Technium
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OFFER NO HOLDS BARRED SUSTAINABLE MARKETING
RENT THE NEWEST, MOST COVETABLE ITEMS
OLD IS THE NEW NEW: SELL VINTAGE
PREPARE FOR CSR SCRUTINY
CLARIFY SUSTAINABILITY
MIRROR CONSUMERS„ DESIRE FOR DISRUPTION
SUPPORT SWAPPING ON SITE
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Marks & SpencerOFFER NO HOLDS
BARRED
SUSTAINABLE
MARKETING
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RENT THE NEWEST,
MOST COVETABLE
ITEMS
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OLD IS THE NEW NEW:
SELL VINTAGE
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PREPARE FOR
CSR
SCRUTINY
Guide to Greener Electronics
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CLARIFY
SUSTAINABILITY
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Tropicana Origami
MIRROR CONSUMERS„
DESIRE FOR
DISRUPTION
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SUPPORT
SWAPPING ON SITE
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SUPPORT
SWAPPING ON SITE