Strategic Futurists; Value Systems Specialists


The Emergence of 'Enoughness'

Wednesday 14 February 2007

I mentioned this concept a couple of years ago and now I am beginning to see a major shift in customer sentiment. This is, I believe, the start of a significantly different time for businesses in dealing with their customers as a result of a whole series of smaller issues coming together. Enoughness appears to be emerging as a result of what I refer to as a 'Cascading Discontinuity Set' - the small and seemingly unconnected elements merging into a major shift in customer behaviour. Enoughness will fundamentally change the consumption driven business models now in play and there will be winners and losers on all sides and this isn't just a theoretical futuristic assessment - it is a very real phenomena

At some point, many people ask themselves 'how much is enough'?  This seemingly innocuous question suggests profound implications for the way the western world operates and as a Futurist I am becoming aware of what those implications might be.  Enoughness is NOT the same as Altruism.  I define altruism as the giving away of something you have.  Philanthropy is, by and large, an altruistic act, and is by and large one that is the domain of wealthy individuals.

For the average person, making a donation to a worthy cause is fine but Philanthropy is not an option.  But 'Enoughness' is.  Enoughness is an emerging attitude that sees people choose NOT to buy into the 'buying' paradigm.  In particular it overturns the 'upgrade' and 'replacement' model of consumer behaviour, a model that stock markets around the world rely on.  A model that share prices, and CEO salaries, rely on.  A model that may no longer hold sway as it once did, should this 'enoughness' paradigm take hold in the way that signs suggest it is starting to.

I'd be happy to chat with you about some of those signs and the implications for consumer behaviour.  Feel free to call Marcus Barber at Looking Up Feeling Good pty Ltd or email him here



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