My friend Alex Nieminen, after having a peek at our book, suggested that I take a look at a book entitled the Support Economy by Soshana Zuboff and James Maxman .
As I spent the weekend gardening, raking, pruning, digging, I mulled over the Economist article , the Support Economy book and our book. I thought about one word which seems to be floating to the top of mind at the moment "TRUST" which is closely followed by what is a consumer? vs. what is a customer? Then the clothing brand Howies came to mind - the brand whose mission is to make people think about the world they live in. I know Dave Hieatt so I know his beliefs are not a fabrication. His brand is definitely a pioneer of the support economy, which requires a much greater understanding of the community you are trying to build and support.
I look at these superstructures that now populate our towns and nether regions of our cities, the Superstores, designed for a super consumer? What do these add to the shopping experience? Are these the value+ we are looking for? Yet UK retail has had a terrible Easter adding to poor Christmas trading figures. Is this then the first signs of an empowered consumer, that will not wait for for something better to come along? As an Observer article noted people have been saving on the shopping so they can go on holiday.
Here is a little note from The Support Economy
Today's individuals have a hard time believing in the corporate institutions of managerial capitalism, even the best among them. As end consumers and as emloyees, they find it increasingly difficult to trust that their interests are being served. The evidence suggests that not only are the new individuals forced to absorb the consequences of corporate indifference, they are ready to blaze new trails. As their needs go unheeded, they are pioneering wholly new kinds of consumption experiences, hoping to find what they after. The industrial economy is no longer adequate to their demands. The service economy cannot fulfill their needs...but this depressing scenario harbours an electrifying possibility: Everything about the new individuals that is ignored today is waiting to become the focus of a new "support economy".
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