Consumer Relations

Trends in Consumer Behavior, according to textbook

1. Women with more spending power; The power of the purse-holder
2. Diversity;Ethnicity is growing; black, Hispanic, Asian, gay ect.
3. Entrepreneurs & Telecommuting
4. Health Care, Aging & Alternative Medicine
5. Adult Education; Don't stop learning!
6. Demand for Luxury Goods
   

I don't want to beat a dead horse, but the biggest trend in consumer behavior currently is connecting with consumers on their own level. Where are consumers? Social Media, obviously. Brands and businesses have to make an effort in the social media realm if they want to maintain solid relationships with their consumers, especially if they are an e-commerce entity. I know this textbook is outdated, but even when it was published social media was not a new concept. 



This great article from Mashable.com talks about social media tactics and consumers How Social Media Can Reinvigorate Consumer Advocacy. The article suggests that there are certain approaches that should be considered.

Games!: "Consumer activism needs to be fun & gratifying". Companies like Groupon & Living Social have shaken up the consumer's experience. It's puts both power and entertainment back into the consumer's hands. Websites like Carrotmob.org help encourage consumer spending in socially conscious companies. "Vote with your Money" is their catch phrase.

Building up Social Conscious Consumption: Supporting new products & industries that can change the world. Buying products like electric cars & energy efficient appliances can help put the pressure on government and regulatory associations to make the morally right consumption decisions. If these associations see the power of consumers through the choices (purchases) they are making, it highlights the 'need for change'.

Point of Purchase Activism: Location based pop-ups during purchases Showing online consumers eco & efficiency options

Lift the Veil: Consumers get smart about inauthentic & authentic messages. They can tell when you're faking it and they are cutting through the clutter.

Rapid Response:  Consumers have the power to apply pressure to brands and companies not aligned with their own social values.

Consumer based social change can be the future for consumer relations. The more involved with media the consumer is, the more aware they are of a brands values. The article sums up the purpose of outlining these trends in a well rounded conclusion: 

"There’s a lot of exciting work to be done to build a 21st century consumer movement. Organizers, programmers, social media mavens, progressive companies and everyday consumers can be part of the next great wave of technology-driven social change. To be effective, that movement will need to be fearless, fact-based, hopeful, culturally mainstream and — most importantly — fun."