Communications Industry has a vital role to play in obligations and expectations
Few would deny that recent decades have brought with them all sorts of reasons to celebrate—from vastly improved access to information to medical breakthroughs and exciting new means of communication and self-expression. That said, it is also true that our Culture of More and digital lifestyle have proved unsatisfying and unsettling for many.
People are looking to replace hyperconsumption and artificiality with a way of living that offers more meaning and more intangible rewards—even as they wish to maintain the modern conveniences upon which they’ve grown reliant. Marketers will need to be mindful of these shifts as we work to create brand preferences and add values that speak to these new priorities. Given the debt crisis, #occupywallstreet, rogue bankers, obscene bonuses, and political instability, it’s no wonder people feel lost. The economic downturn of the past few years makes us question who’s at the helm. And the very different world in which we live today leads us to wonder whether we are straying too far from time-tested values and traditions. Globalization and new technologies have given birth to a new world, run by a new order— but would we have chosen it if we knew 20 years ago what we know today? And what choices and changes should we be making now to ensure we’re not still adrift or riddled with doubts when a new generation is born? The communications industry will have a role to play in helping people feel a greater sense of control and security, including making consumer choices that offer long-term satisfaction rather than a quick “sugar fix.” And corporations, as we have explored in depth in our Future of the Corporate Brand and New Consumer studies, have myriad new societal obligations and expectations to fulfill. This new study, Digital Life, makes even more apparent the extent to which people all over the world are anxious to reconsider our current path and make adjustments to ensure we’re moving toward a destination we actually will be happy to reach.
Source: Euro RSCG (HAVAS)Full report Euro-RSCG-PR-This-Digital-Life