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
Keep informed - Sign up
Monday 27 February 2017
It's been a significantly busy couple of months looking at how Industries and Government Agencies are preparing for change. The Companies versus Climate Change conference in Fort Lauderdale, Florida in November/December, and a meeting with the Political Science Department at the University of Hawaii (Manoa) in January show that positive action is happening, despite some of the headlines
Saturday 31 December 2016
Many of you know that each year I make an observation about what I think the year will bring. The track record suggests I'm usually a couple of years ahead of the curve. With that said I'm calling 2017
Monday 12 December 2016
In Ft. Lauderdale USA I recently attending a delightful provocatively named 'Companies Versus Climate Change' conference. And the message is clear - companies, BIG well known companies are tackling the issues of climate change, sustainability and their carbon footprints and both making and saving VAST sums of dollars. The simple take away message from the presentations over the three days could not have been more explicit - tackling climate change pays off big time!