Public Relations & Social Marketing Insight

When a book telling people to throw away almost everything they own becomes a best seller and the start of a spiritual movement, it’s a good indication we’re consuming too much. But it’s hard to reconcile this idea when so many families, even in some of the world’s most durable economies, feel like they are barely getting by.

Households have never had so many material goods, yet we hear constant reports of economic anxiety and feelings of hopelessness.

The problem is livings standards. Our expectations of what we should own have increased—but incomes, for many of us, haven’t kept up. The disconnect leaves households vulnerable and struggling.

There is no doubt living standards are rising. People around the world, of all income levels, are living longer, finding more leisure time, and enjoying more luxuries than at any time in history. Remember, only 30 years ago, air-conditioning was a luxury. Now it’s practically seen as a necessity....

Technology isn't simply something that helps Young People get something done, i.e. make a purchase quickly and efficiently. Technology and interactive media play a role in identity formation and lifestyle. Online shopping doesn't do this for people. It's merely a convenience.

Yet a growing body of research indicates stores that fail to play an influential role within digital channels where young people pre-shop, socialize, and participate in virtual communities first, won't get the sale in the end.

Young People want to do more than consume; they want to co-create, participating in the emerging sharing economy. With the rise of the makers and locavore movements, and even seemingly niche trends like the resurgence of home-based and craft brewing, it's time retail environments built on active consumption....