by A “rethink” of values is underway and described in ConsumerShift. At the core of the rethink are shifts toward postmodern and integral values, which are combining with related external trends in the form of emerging need states and future personas. Five key themes form the core of these changes, captured by the “A CASE” [for change]. Let’s start with “A,” Authenticity.
Authenticity. One of the costs of modern life, with its focus on economic growth and consumerism, is that everything and anything can be seen as a marketing opportunity; thus messaging and spin are ubiquitous. It has become more and more difficult to have an experience that isn’t manufactured, managed, or otherwise staged to some degree. The truly authentic experience has become a rare commodity, and thus, an object of desire. People are tired of being managed and manipulated and hunger for the straight story, warts and all. Andy Hines
[…] that indeed they can and usually do, but not always. One may settle into a set of values – traditional, modern, postmodern, or integral in our terms — and stay there quite quite comfortably. Or “something” happens […]