The consumer of the future

​The biggest revolution we are now seeing is not in technology or science but in mindset. The way we think and who we trust. In an ever growing transparent world, with more connectivity between people and devices we see an all time low in trust towards traditional companies and institutions. We see a revolution in mindset and awareness. Consumers now become aware that many companies have become big by doing wrong. We see a shift from more, bigger, better towards smaller, personal, closer and more human. We see the rise of the meaningful economy. This affects every businessmodel.

People became sheeple

Society is fed up of being treated and watched as consuming sheeple. We search for and want meaningful societies and this also affect our consumption behavior. We want to add value and participate where possible and where we want to. We make the shift from consuming material stuff towards a focus on more meaningful experiences. It is a fundamental reset of the way we consume and how we want to be treated by companies.

Meanwhile many traditional companies see there markets only from the perspective of figures and in means of profit. Everything is based on growth and profit. Both are the most dominant values in many companies way of thinking when they talk about customers and marketing. But today’s society looks for more and fundamental change in marketing and the relationship between consumer and company. We see we have become slaves of economic growth which means: if we not consume the economy get into a recession. This in a finite world where our natural world and resources are more then ever under pressure. Something has to change and society is becoming aware.

Yes! a crisis?

Do we have to embrace our current crisis or as we call it fundamental transition? I believe that recovery towards our old systems is the worst which can happen. This because it has created a world which is not sustainable. Of course let’s not forget all the people who lost their jobs but I believe that we ain’t see nothing yet. The rise of robotics and technology will put a lot more people out of work. We have to reset our old system of which many find their origin in the industrial age. We have to create systems which put humans and their nature environment at the centre and not our artificial growth and systems like money. We have to ecolize growth and make it profitable to add to our planet instead of only taking from it. Make the shift from people serving structure towards networks serving people.

Revolution in the way we think

We hear and see a lot of examples of new value systems and the rise of consciousness capitalism. The transition has begun but many people in economics, politics and finance are having hard times seeing and believing it. Maybe they are the ones who are to conditioned to think out-of-their boxes and believe that the old world and systems will not help us to create a better future.

The video gives a great overview of the changing consumer. The future consumer wants to be treated as an equal, shares his opinions and trusts his peers. He wants to have personal contact not personalized and has access to unlimited information. He doesn’t believe authorities and refuses to pay for companies with to many managers and which are not transparent and meaningful. 

Is your organization ready for the future consumer which already exists?