At PSFK Conference SF, Jean-Marie Shields (Starbucks) discussed how brands can connect with consumers by converting ideas into Thoughtful Change. Some insights:

Traditional Culture = Utilitarian, sell a need, production centered
Consumer Culture = only good until 2009, Experiential
Re-Imagined Culture = Creative consumption
Be close to consumers and understand their need and aspirations to be able to address them and exceed them
Surveyed before and after emotions of Starbucks consumers (dreary to peppy)
Ways to understand needs and aspirations:
- use macrotrend to bring relevance (look sideways), follow them from year to year
- ** Wellbeing Trend = physical + mental + spiritual
_*** Raw food, quality ingredients, [...]