Less May Be More In Consumer Marketing
Sarita Bhatt, Managing Director, Strategy, Social Platforms, Euro RSCG NY, has pointed out a huge dilemma for brand marketers, which his that consumers basically want less stuff.
Speaking at this morning’s Brand Marketers Summit, Bhatt said Euro RSCG’s research shows that, “people want to return to a simpler life. They don’t want as much stuff” and that is “a very big deal for brands.”
On the one hand, she says, brands need to position themselves to consumers in a way that makes them feel that the brand is adding value not just in their lives, but in the world at large. She also said that consumers are much savvier now, thanks in a large part to social media, and that they know when brands are doing phony “social good” marketing.