It’s tempting to look at pop culture for insight into the zeitgeist, and it’s hard to look at pop culture without seeing a lot of Zombies. This may well not be a coincidence.
This article by Alan Snitow goes right along with the other article I curated today on Anthrocapitalism.
Here Snitow talks about the massive shifts in consumer attitudes/behaviors that are creating shifts in marketing and branding.
The author suggests that one of these huge shifts is away from 'aspiration' marketing, where consumers aspire to buy their way into a better life, to 'inspiration' marketing. Inspiration marketing is focused less on what companies can give, and more on what consumers themselves can achieve. In other words, making customers the hero of the story.
But there is more here to the discussion and I encourage you to read the article. It's not that long and makes great points.
Even better, Snitow shares short videos of companies who have moved from aspirational to inspirational marketing. Perhaps this is what your business needs to do.
And once again, I wonder about the influence of storytelling. Of course stories fit exceedingly well into inspirational marketing.
Yet how much has the awareness, education in, and experiences with stories shaping the conversation and this movement? Maybe it is more of a chicken-and-egg syndrome.
In any event, I find it fascinating that this article and the one on anthrocapitalism show up on the same day but from different sources. And on the same day I received an email newsletter talking about how businesses are now in a post-Demming-process era and now in the era of valueing people in business. And the business was re-defining all of its work to meet this new direction.
Well, certainly these discussions about the value of people over profits in business have been around for years. Only time will tell if trend watchers are actually seeing shifts that will stick, or if we are all just spitting into the wind again.
How will you show up in 2013? Your thoughts?
This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it