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  1. The Climate-KIC team
  2. Mark Shayler SPARK! lecture
  3. Sunday, 01 November 2015
Mark Shayler in his Spark! Lecture discusses how mindful consumption is becoming something his peer group is actively involved in. Is this the same for you?

Can you think of examples of how consumer behaviour is changing?
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  1. Ashley David
  2. 2 weeks ago
  3. #840
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I tend to think consumer behaviour is changing, people seem to be moving toward quality over quantity, and I think that's something to be really admired. Of course it's good for companies too, they get to earn more profit on certain products, though selling less items overall. It's inspiring too hear to of countries like Sweden working to lower taxes for the cost of repairing things, versus buying them new. That said, I just came home today through Alexander Platz in Berlin and I saw hoards of people walking along with their Primark bags overflowing with stuff and it makes me think we'll never achieve this utopian ideal of high quality products that people cherish and own for a lifetime.
I guess the only other big consumer behaviour change I see is that people now stand up to companies through the power of social media, calling out unfair, unjust, or environmentally damaging practices, and I think that this is wonderful for engaging companies and changing the systems.
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  1. more than a month ago
  2. Mark Shayler SPARK! lecture
  3. # 1
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As already mentioned in the lecture of Mark, I can see a shift in the mindset of the consumers from owning things to only using things in a pay-as-you-go manner through “as a Service”-offerings. In contrast, my parents’ generation is characterized by the desire to possess valuable articles such as clothes, cars, and other state-of-the-art technology. All these items can be connected to prestige (at least in my opinion). However, the transformation from a goods-dominant business model into a service-dominant business model are more and more gaining ground in the manufacturing industry which has been extensively discussed in the literature (see servitization or service infusion). Most prominent example (at least in Germany) is car sharing. But also Cloud Computing represents a technology based on the same idea. In fact, the value of such goods (cars, computers, software, or technology gadgets) is not created through owning it but through utilizing the tangible goods (see the service-dominant logic in Vargo & Lusch, 2004). In other words, the value of a car is simply generated by driving it and not by buying it. Therefore, one could say that the behavior of consumers is shifting from a good dominant logic to a service dominant logic. From the vendor’s point of view, the incentives of creating a more sustainable and reliable product are higher when offering the product as a service.

Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 117.
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  1. more than a month ago
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I can think of the following things:

- We are moving to conscious consumption
- People are more aware of what they are consuming
- Millennial generation is less much interested in owning things, more interested in using things
- The next step is conscious unconsumption
- Biological products and supermarkets are gaining interested
- In Sweden, people get paid if they repair their broken things rather than buying new ones
- Climate Change will disrupt supply chains
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  1. more than a month ago
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  3. # 3
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I agree with most of the previous comments and with Mark Shayler. There is a shifting from owning things to using things, but I have to admit, that we are discussion this and other topics with a very subjected point of view - we are conscious of climate change and environmental problems and want to change things. Therefore, I feel we are somehow in a bubble and do not see what the majority is thinking and doing. Like Shane wrote in the comment before, with the people and the primark bags overflowing. Especially the younger generations seem to like primark etc. because it gives a feeling of independence to buy many things with their small amounts of pocket money and to feel grown up (thats my opinion). So in that part I disagree with the statement "People are more aware of what they are consuming" from Bernhard. I think WE (Climate-KIClers) are more aware, but not the majority of people. And only because we think about these topics it doesn´t mean that everybody is thinking in the same way.
Another critical point is the actual climate impact of the changing business model of using instead of owning. If I can use a car with only a few Euro, I might chose that instead of public transport. This could lead to increasing traffic and air pollution etc.

To sum up, I guess that the consumer behavior varies more than before, from very conscious to "I don´t care at all and I just want to be happy". Additionally, the rebound effect of the new business models can lead to an increasing of greenhouse gas emissions and need to be observed and evaluated.
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  1. Nora Kaup
  2. 3 years ago
  3. #191
I totally agree with Bo. There is definetly a change in behaviour towards less consumption or a more sustainable consumption but this is only in a society which has the privilege to be able to pay for this or which is already aware about environmental aspects and that cares about their impact and is ready and curious to learn more about these topics and eager to improve themselves. On the other hand we have the mentioned community of people that buy at Primark and other stores who, I guess, by far outnumber the "awareness society" I mentioned before.
Production of any sort of products has become so cheap that the markets are more and more fludded with cheap "throw away products" in a much higher frequency than the usual seasonal collections. With this I mean not only the cheap clothing of Primark where people tend to buy cloths rather then trying them on in the store, only to leave them on the streets if they don´t fit. I also mean stores like Decathlon, where the outdoor equipment and adventure gear became so cheap latley that everything just lost its value. I will never forget the other day when I was sitting at a lake in Berlin and a couple was struggling with folding one of these 3seconds tents. The husband was just observing his wife struggling with the tent, while he was holding, but not even looking at, the manual. Eventually he just said: "Well, otherwise we just leave it here". Luckily his wife managed in the end to fold the tent and they took it home.
I think this has become a major issue by now. People just dont see the value anymore in the products they buy because they have become so cheap. This economy gives acces to products that have been out of reach for many years but just lead to a consumption on an unreasonable level and the sudden loss of its appreciation. In all that, the social and environmental impact in the countries of production is completly out of sight and might only be remembred by the "awareness society".
Still, with the mainstreaming of organic food products, and the shift towards a greener economy, including campaigns on recyling and resuing cloths or shoes or other products, has lead to a greater awareness about these topics, regardless its weaknesses, and is, in my opinion, a good basis to continue with.
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  1. more than a month ago
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Acredito que estamos mudando nosso comportamento em relação ao consumo e penso que as mudanças climáticas aceleraram bastante este processo. Nasce um novo olhar para a utilização dos recursos naturais. que se pensava serem inesgotáveis. Cresce o movimento pelo reuso, o reparo, a procura por uma alimentação mais saudável, que preserve o meio ambiente. O mundo começa a reprovar o desperdício. Inovações tecnológicas que reduzem custos e matérias prima, em busca da preservação. Contudo, continuo na certeza de que muito ainda deve ser feito nas áreas industrial, política, econômica e social. O mundo precisa mudar para sobreviver.
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A buyer's occupation and acquiring power impact buying choices and purchasing conduct. The wage level influences what buyers can manage the cost of and the point of view towards cash.


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