More Than Promote :: 165
tional Marxist distaste for commerce appears to have some value here. But isn’t that what Word-of-Mouth Marketing is? Social media? Aren’t technology and Twitter the great democratizers, ironically created by commerce itself, and being utilized (if not marketed) as a platform so that all voices are (theoretically, but not literally) equal? Aren’t these platforms putting power into the hands of the citizens? Just like socialism—great in theory, hard to practice at scale. Collectivism or communitarianism in all of its forms is part of the new consumer world view. “Our” needs over “my” needs may be a frightening concept to Americans as many currently struggle to brand liberalism as socialism as evil; but consumers are starting to get it. While badge creation (invisible and visible) are the go-to trick for most brand strategists, badges start to become less important in new consumerism. Consumers are looking for their favorite brands to do something for their community, not just themselves. It’s the start of the “What’s in it for We” generation. In 1899, sociologist and economist Thorstein Veblen introduced the idea of “conspicuous consumption” in The Theory of the Leisure Class. Veblen pointed to the trend of visibly showing off your wealth through labels and obvious leisure items. In times of economic distress, this becomes less popular; consumers instead are hiding their consumption. More recently, Robert Walker in The Invisible Badge: Moving Past Conscious Consumption saw this trend, too, but wonders if