Philosophy

The consumer is dead, long live the decider.

The term consumer is dead. Unless you know anyone who does nothing more than buy goods and services? Who does exactly what a promotion commands? And who, amidst resistance, can still be nudged? Surely not. People have educated themselves. They don’t judge companies by their promises, but by their actions. By the real efforts they make for their customers and society. So let’s replace the word 'consumers' with 'deciders': human beings who think independently and need to be motivated to choose for a brand.

Companies need anthropologists.

Compelling product performance is no longer enough to convert people. Products have to add value to people, the environment and society. Health, diversity, respect for the environment, human rights, …: these have all become important factors to consider. Successful brands look beyond the individual customer and their experience. They also play a role in the family, the circle of friends, the workplace and the greater society. Thus, businesses no longer need psychologists, but anthropologists. Marketers who understand how brands can contribute to culture. Generalists, who see the customers in all their facets.

The we economy demands a we mentality.

In the we economy of today, companies exchange a lot of knowledge and expertise. Value is increasingly created in networks: ecosystems of enterprises that serve their customers better by combining forces. That enhance their impact on society through collaboration - even with competitors. Whoever wants to take a meaningful place in this we economy, has to adopt a we mentality.