Posts Tagged ‘Family’

Buying into a new kind of flash in the Great Aftermath

If we needed more evidence that Americans continue to move toward what we call “the richer life” (instead of a life of riches), we found it in Elkmont, Tennessee. The New York Times reports that more than a thousand people a night are swarming this spot in the Great Smoky Mountains National Park to be surrounded by fireflies for an “awe-inspiring” flash that isn’t bought at Tiffany or created at Pixar Studios.

Shawn Poynter for the NYT 06.16.11

As one visitor said, “People are starving for the natural way to live. We’re thrilled when we find something new in nature.”  That reminded us of the comment we heard at a focus group from a man who was spending more time with his family after the recession. As he put it, he had rediscovered the stars in the night sky with his children — and rediscovered his children and a different kind of happiness in the process.

Our SCAN findings underscore a long-term trend toward simplification and a stronger focus on meaningful experiences and relationships.

% Strongly agree: “Increasingly, I am taking action to simplify my life and focus only on what is really important to me.”

One adaptation post- the Great Recession is a renewed appreciation for using our money to fund experiences – and the products that facilitate them. More and more, consumers are looking for ways to spend on things that matter and that will last – like memories.

Business Implications: Does your brand fit the new version of materialism – experiences made manifest and lasting? Opportunities abound for marketers who can help facilitate the consumer’s desire to live and document “the richer life.”

Comments, questions, or just want to discuss this topic? Call or e-mail us anytime.