Mega-Trend 2: Choice Fatigue, Creative Consumption

Published by: Style-Vision

Published: Nov. 15, 2004 - 43 Pages

Table of Contents

1. Foreword by Marco Bevolo, Design Director. CultureScan Research. Philips Design

2. Eight consumer scenarios illustrating creative responses to consumer choice fatigue, namely:

. easy-shopping: reducing complexity is the first clean-up factor for any brand

. the uniform universe: how to respond to the perception of an undifferentiated offering; unique service

. second chance: recycling is a fruitful concept that goes beyond ecological concerns

. rebellious consumption: excessive promise and fairytales around products drive consumers mad

. blank page: how the future potential of a product increases its value

. call me FloWendy: flowers as metaphors of beauty and innocence are everywhere

. limited editions: traditional branding is dead. How to create new branded symbols and codes?

. involving promotion: when partnership and co creation drive consumer investment

3. Coeditors

4. Conditions

Abstract

• Alternative trading: recycling, exchange, barter and free economy.
• Alternative services: intelligent solutions to filter and improve their offerings.
• Alternative marketing: non-consumption, no choice, no fairytale.

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