2007 will see the rise of brand abstinence. A mix of ethical consumerism and brand disappointment will fuel a growth in apathy held by some consumers when it comes to...

2007 will see the rise of brand abstinence.  A mix of ethical consumerism and brand disappointment will fuel a growth in apathy held by some consumers when it comes to new product purchases.

For corporations, at best this will result in a shift towards products that offer these consumers a guilt free purchase, at worse, these consumers will turn to brand abstinence and recycle, re-craft, maintain and retain products they of their peers own.

In their videos Simon, W and Adrian suggest that 2007 will see a shift in power from brands to consumers – to a place where brands will be tailored and responsible to consumer needs. We sense that this may very well happen but not just yet. We just don’t think brands have it in them to change as fast as some consumers want. Some consumers will demand chemical free, sustainable, local, artisan, eco-consious, organic, considered products that are tailored for their life but big brands aren’t going to provide them. Larger brands make money by selling their products in the millions and billions; in their eyes, ethical products remain niche and low volume. It’s only the continued demand for products like Prius and American Apparel tees and that will give large corporations the confidence to invest in eco-conscious areas.

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