by Valuing the chic of pushing the envelope toward more sustainable lifestyles
“Less is more” is the fourth of the four need states at the core of our first meta-need “Keeping it real” in ConsumerShift.
These consumers, along with those of the preceding need states, also relate to the sense of a world that has gotten too complex and overly managed. The feeling of powerlessness and being overwhelmed is not one that people enjoy, and these consumers have reached a point where they are ready to do something about it. Their core needs of recognition and idealism suggest they want to do something about it and tell the world. They are proud of their new lifestyle, and they feel that others should adopt it as well. But it is more subtle than evangelical proselytizing; it’s more about being a role model—demonstrating a new approach, often through the products, services and relationships one chooses—as a way to attract others.
They see themselves as trendsetters and opinion leaders and prefer to lead by example. They may do with fewer overall possessions but are not afraid to spend money for the right cause. They are willing to spend more for a green product, and they want their friends and colleagues to know about it. They are not above applying peer pressure in service of their goal of spreading the word. They enjoy the attention, if not admiration, they get for adopting this new lifestyle. Andy Hines
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