Brand Strategy / Marketing Strategy / Opinion

The new post-recession consumer fealty?


MadeinUSAForever.com shows that there’s a new trend in consumer purchasing. What could this mean for marketers?

Last week, I blogged about my thoughts around hyperlocalism and the development of a Community Network Marketing Model.

Skipping through various newsfeeds this morning, I came across a great piece on Brandchannel.com about MadeinUSAForever.com which represents “a backlash to the products sold in the U.S. that are made outside the country”.

This is exciting for a number of reasons.

First of all, it supports my personal theory that in the post-recession world, consumers are willing to shop more ethically. This might mean putting their money into the local economy because they understand how localism benefits the community. Or it might mean shopping for products that try to create a fairer world for all.

Secondly, it represents the tip of an incredible branding opportunity.

OK I know that Americans (with apologies to my American readers) seem generally more nationalistic than us Brits. Being American appears to really stand for something.

So the development of MadeInUSAForever.com represents an opportunity to cash in on this strong allegiance by providing products with an in-built cognitive consonance for the audience, thus integrating into (and modifying) their purchasing behaviour.

By buying into the movement’s ethos, consumers are able to simultaneously demonstrate their feeling of connection to their homeland and support industries which have been decimated by the recession.

Thirdly, the success of this website encouraged me to think of an expansion to the CNM Model – that of Macrolocalism.

Macrolocalism would be a term to describe ventures like MadeInUSAForever.com where consumers consciously buy something produced outside of their local community, but within a bigger community to which they share some allegiance.

And, finally, the Macrolocalism model is completely scalable down to the local community level with no dilution or derivation. It’s a perfect opportunity for smaller, localised, businesses to benefit from the buzz generated by a national organisation…

I think that this could herald a new approach on macrolevel marketing practice, which, with a small realignment, also works for cognitive geographies as well as physical ones… And that’s a thrilling prospect.

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One thought on “The new post-recession consumer fealty?

  1. Pingback: Objectively speaking, advertising and marketing are subjective. « interacter

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