need states | Hinesight

Glass Houses

April 5, 2013 by Andy Hines Leave a Comment

A great post by “The Consumerist” on a social-media driven issue on Future of Artificial Dyes in Kraft Macaroni & Cheese. Mary Beth Quirk tells the story of how two bloggers triggered an online petition with over 270,000 signatures that led to a meeting between the bloggers and Kraft. Here’s a telling quote from the piece: “In a one-hour meeting with me and [the other blogger], Kraft told us they ‘can’t predict the future’ of dyes in Macaroni & Cheese,” she said. “I can give them a preview: if Kraft is anything like the hundreds of other companies facing a consumer uprising online, they’ll eventually start listening to their customers and work with us to ensure the health and safety of all Kraft Macaroni & Cheese products.” That is strong stuff!

In ConsumerShift, “Glass Houses” was one of the seven key “meta-needs” reshaping the consumer landscape. It suggested that growing numbers of consumers would shift to an activist and sometimes aggressive orientation. They would be intolerant of behavior they deem wrong and are not afraid to let the offender, or any interested party, know about it. They feel they are not to be trifled with and that their values and beliefs are important and need to be respected. These consumers are watching, often all the time. They are often savvy users of technology and expert in the world of information, and they use that to support their cause. Accountability is the buzzword; it won’t always be pleasant; and it won’t always be fair. The best an organization can do is stay consistent and true—or, closing the circle back to our first need state cluster, be authentic. “Spin” and message control and such tools will only get organizations into trouble. Telling the truth will, eventually at least, earn respect and credibility that will be appreciated and rewarded over the long haul.

Sounds like we have an interesting case example of “glass houses” here! Andy Hines

Filed Under: Foresight, Values Tagged With: activism, activist, consumerist, Consumershift, future, glass houses, kraft, need states, needs, values

Emerging Need State 22: The truth, whole truth, and nothing but the truth

September 1, 2012 by Andy Hines Leave a Comment

Preference for the unvarnished truth, which increases credibility

“The truth, whole truth, and nothing but the truth” is the second of three emerging need states at the core of the 7^th (and final) meta need in ConsumerShift.

These consumers have a strong sense of self and identity and are confident in their ability to handle problems or issues. They demand to be treated with respect and hate to be talked down to, and they are highly sensitive to this. They pride themselves on their realistic view of life and their ability to handle the truth, no matter how bad the news might be. They have a skeptical view, particularly of institutional authority, and they are likely to follow up and check on any information relayed to them either via sources on the Internet or with friends and their networks.

They can handle bad news and would prefer it be given to them straight. They appreciate forthrightness and take it as a sign that an individual or organization can be trusted—and they reciprocate that trust. They will ask many questions and may seem overly demanding at times. This has both an information aspect and a trust and relationship building aspect. They will not get information about a product from one business and then go and buy the same product more cheaply from someone else; they value trust, and back it up with their spending. Andy Hines

Filed Under: Values Tagged With: consumer understanding, Consumershift, need states, truth, values

Emerging Need State 21: Trusted partners for the new insecurity

September 1, 2012 by Andy Hines Leave a Comment

Requiring trusted partners in turbulent times, with the economy, terror, resource shortages, environmental issues, privacy invasion, identity theft, etc.

“Trusted partners for the new insecurity is the first of three emerging need states at the core of the 7^th (and final) meta need in ConsumerShift.

These consumers are acutely aware of the problems and challenges facing the world. They feel that the world has become an increasingly insecure place, and they feel that insecurity personally. Security is thus a core need for this group.

They are not sure whom to trust, and thus they place great value on building trust and having trusting relationships. They are looking for help in navigating through an increasingly complex world, both from people, technologies, and organizations. They are looking for means of reassurance and will be appreciative of whatever the source of that might be. Andy Hines

Filed Under: Values Tagged With: consumer understanding, Consumershift, insecurity, need states, security, trust, values

Emerging Need State 20: Making a difference

September 1, 2012 by Andy Hines Leave a Comment

Looking for ways to make a tangible difference rather than the pursuit of idealistic grand schemes

“Making a difference” is the second of two emerging need states at the core of sixth meta need “We [really] are the world” in ConsumerShift.

These consumers are motivated to find ways to make a tangible difference in terms of making people’s lives better or making the world a better place, even if that difference is a very small one. They value their personal creativity and seek to apply it in the service of contributing to positive outcomes. They may feel that every person can make a unique contribution to making the world a better place. They prefer to participate in practical activities that directly impact the lives of people and communities. They feel that grand schemes to change the world are not worth their time if they don’t lead to positive action. They abhor all talk and no action.

They seek to influence others and many are willing to do what it takes on their part to achieve positions of influence. They feel that if they want to change the world, they have a responsibility to do their part to be of maximum effectiveness. Others will be content with having a lesser impact, being satisfied with knowing they have done what is within their capabilities. Andy Hines

Filed Under: Values Tagged With: consumer understanding, Consumershift, making a difference, need states, values

Emerging Need State 19: Global citizens

September 1, 2012 by Andy Hines Leave a Comment

Thinking of the ramifications one’s goals and activities beyond national borders with a genuine concern for planetary welfare and willingness to act on that

“Global citizens” is the first of two emerging need states at the core of sixth meta need “We [really] are the world” in ConsumerShift.

The global citizens’ sense of connectedness extends globally. They feel a sense of responsibility for the planet and all its inhabitants. They have a core need of self-transcendence, in which they feel it is important to see beyond their individual concerns and consider the impact on the larger context. They see nationalism and national boundaries as artificial constructs that deflect attention away from the common destiny. Their sense of fairness and equality of opportunity chafes at the injustice for those who happened to have been born into a less advantageous situation. They see the interconnections among events and systems and are sensitive to how their actions influence and can have consequences far removed from them. They typically have a strong sense of environmental stewardship as well; it is about doing the best for other people and for the planet.

It is likely that Global Citizens could be Community First’ers ( see Local Preference, Community Support & Trust the Network) as well, and vice-versa. They are not mutually exclusive, although one orientation is likely to prevail often over the other. Andy Hines

Filed Under: Values Tagged With: consumer understanding, Consumershift, global citizens, need states, values

Emerging Need State 17: Community support

September 1, 2012 by Andy Hines Leave a Comment

Requiring that partners provide local distribution of benefits and/or are investing in the community

“Community Support” is the second of three emerging need states at the core of fifth meta need “Community First” in ConsumerShift.

The local preference need state can extend beyond just the local community. These consumers will go a step further in supporting local options by extending it to communities quite distant from them. They would enjoy the chance to support a local community overseas as well as their own community.

They have core needs of participation and realism. They feel that by spending their money in their community, they further its well-being. They do not naïvely assume that their individual efforts are enough to save the day, but if it is necessary to “take on” organizations or issues they feel are wrong for the community, they are prepared to organize community support. Andy Hines

Filed Under: Values Tagged With: community, consumer understanding, Consumershift, need states, values

Emerging Need State 16: Local preference

September 1, 2012 by Andy Hines Leave a Comment

Valuing local origins to support local community as well as reduce environmental impacts

“Local Preference” is the first of three emerging need states at the core of fifth meta need “Community First” in ConsumerShift.

These consumers will demonstrate their community support by spending their time and money within the community, where possible. They put a great value on relationships, and their core needs are friendship, social contact, and closeness to people. They see spending money within the community and supporting local businesses as an investment. They also see it as a reward to their friends and colleagues, and expect that their support of local offerings will benefit the larger community. They may pay a bit extra for something at the local hardware store instead of saving money by shopping at the big national or multinational chain, particularly if that chain is seen as taking profits out of the local community and not doing enough to give back. Similarly, if they are inclined to do volunteer work, they will seek out local options where possible, again seeing this as an investment that will enhance the community and create a better life for themselves as well.

Another driver is a feeling of the global community and economy increasingly being at risk. A sense of limits to growth and expansion gives way to a sense of constraints, and a personal need to scale back one’s lifestyle. They are worried about the interdependence and fragility of the global economy and see it as a wise course to help develop local options. There is a slight retreat from participation in things global. This downsizing is also driven in part by the idea that shipping goods and services across the globe is an environmentally questionable practice. Buying locally is seen as better for the environment, even if there are instances where this is not the case. Andy Hines

Filed Under: Values Tagged With: consumer understanding, Consumershift, local, need states, values

Emerging Need State 15: Pursuit of happiness, aka well-being

September 1, 2012 by Andy Hines Leave a Comment

Evaluating product, service and experience offerings in terms of how they contribute to my—and in many cases my community’s—happiness and well-being

“Pursuit of happiness, aka well-being” is the sixth of six emerging need states at the core of our fourth meta need “The [relentless] pursuit of happiness” in ConsumerShift.

These consumers weigh choices in terms of how they add to or subtract from their overall sense of well-being. Their core needs are appreciating life and they are often idealistic in this approach. They believe happiness is available to those willing to make the effort—it is not simply granted, but earned.

Their sense of happiness is perhaps different than the popular perception of being all laughs and smiles and more along the lines of contentment. They may not show outward signs of happiness, but will exude an air of satisfaction. They appreciate life challenges and their ability to handle them. They are typically well connected to family, friends, and networks and are active members in the communities they belong to, whether physical or virtual. Andy Hines

Filed Under: Values Tagged With: consumer understanding, Consumershift, happiness, need states, values, well-being

Emerging Need State 9: Living in real time

September 1, 2012 by Andy Hines Leave a Comment

Opening up to spontaneously take advantage of opportunities as they arise

“Living in real time” is the third of three emerging need states at the core of our third meta need “Every Moment Matters” in ConsumerShift.

These consumers are seeking to live in the moment. Their core needs are being creative, spontaneous, and reaching their fullest potential. They see life as an adventure and filled with possibilities. They feel it is up to individuals to discover their passion and pursue their dreams. They prefer to keep an open and flexible schedule and avoid getting tied down by too many commitments. They abhor monotonous routine and will struggle in these situations.

This may be a reaction to previously feeling that they missed out on the simple pleasures of life in dogged pursuit of some goal or dream—or just being caught up in the struggle to keep up with an overload of responsibilities. Their spontaneity may be viewed by others as impulsiveness. If a mood or idea strikes them, and they want to do something about it, they would rather go for it in that moment and not wait for the “proper” time. They resist convention and expectations about what they are supposed to do. If today seems like a good day to go to the beach, they arrange it and go, confident that they will make up for any lost time and keep their commitments. Andy Hines

Filed Under: Values Tagged With: consumer understanding, Consumershift, need states, real-time, values

Emerging Need State 7: Wherever whenever whatever

September 1, 2012 by Andy Hines Leave a Comment

Going beyond traditional schedules and timing to being available when needed

“Wherever whenever whatever ” is the first of three emerging need states at the core of our third meta need “Every Moment Matters” in ConsumerShift.

These consumers are rebelling against the constraints of schedules and seek to better manage their time and commitments. It’s part of taking back control of their lives. They have a core need for freedom, and at the same time seek respect for their time in their dealings with other people and organizations. They are a tech-savvy group and see technology as a tool for empowerment and for helping them better manage time and life. They expect others to be technically capable as well and will often be impatient with those who are not.

While there is an element of simplifying, a stronger theme is better management and a consequent search for technologies and solutions that can enable it. They stay connected to the world of information, networks, and people and are at the ready to deal with opportunities as they arise. They are less intimidated by obstacles and have the sense that they can take charge of any situation and navigate through obstacles as they arise.

They can be very demanding, but they are not necessarily prima donnas. They are driven by a strong sense of practicality. Their view is that there are tools to make life more manageable, so why not take advantage of them? They see an abundance of solutions and are impatient with organizations, products, services and even people lacking this same vision. They reject the tyranny of the schedule. They prefer, and even demand, that things be done on their time whenever possible.

Filed Under: Values Tagged With: consumer understanding, Consumershift, just-in-time, need states, values

Categories