MEGA-TREND N° 3 : Conscious consumption, a demand for virtue

Published by: Style-Vision

Published: Jan. 25, 2005 - 41 Pages

Table of Contents

1. Foreword by Michael Gresty, Communications Director & Creative Co-ordinator. Pompei AD, New York

2. Eight consumer scenarios illustrating the creative responses to the demand of ethical enlightenment of the consumers

• Bio efficiency: how to managing, in the everyday life, the rarity of natural resources such as water or light?

• Conscious consumption: because it is important to people, luxury brands should magnify ethical values.

• Integrated ethics: the ethical quality of a product is much appreciated because it also means to unquestioning enjoyment of its usage.

• Emotional intelligence: when emotion and empathy engage the consumer.

• Multicoloured icons: how to respond to the need for art and spiritual experiences away from established religions.

• After the honeymoon: living a simple, peaceful and cheerful life is the wisdom of the ordinary men.

• Pragmatic protest: merging bio technology and ecological concern open new perspectives.

• Toy food: mixing food from all over the world is a great experience of openness to cultures.

3. Coeditors

4. Conditions

Abstract

Years and years of near hysterical materialism have led to a fundamental turn around in consumers. In a complex, information overloaded environment, consumers increasingly strive for ethical enlightenment to guide their buying decisions.

• Responsible consumerism: desire and choice based upon need, tastes & conscious - NOT simple extravagance.
• To be pragmatic and modest; remaining realistic while pursuing our goals.
• Consumer “values” for a better holistic, global understanding.

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