MARKETING CONSUMER BEHAVIOUR
In bloom
consumer, concerned about the future and the common good, and eager to play their part in the search for a better way of life. They expect the same commitment from companies and brands in terms of their products, services and communication. That means marketers need to rethink some of their core assumptions. A few years ago, we thought that responsible consumption was mainly linked to the desire for personal fulfilment of the privileged, affluent middle class. Having reached the upper levels of Maslow’s famous pyramid, it was assumed that this group would have found the means to satisfy that desire. But we have since understood that the drive for responsible consumption actually has much deeper roots – and that it concerns a wider
We need a new model for understanding consumers’ aspirations and needs Writing Florence Touzé
C
urrent studies into consumer behaviour consistently point towards the same conclusion: we are witnessing profound and far-reaching changes. We are seeing the emergence of a new breed of responsible 70