ATLANTA, Georgia — There’s more to global consumption than meets the eye lately. Spending money for the sake of spending is out. Spending money for a cause is in.
There something in the air, a growing global social conscience. The new global consumer is a discerning one, looking for the purpose behind the brand.
Spending money doesn’t bring the kind of happiness buying with a purpose does. Global trend surveys like the annual “Good Purpose Survey” find only 25 percent of the respondents say shopping makes them happy.
More and more of us would like to become consumers with a with a cause. More than 80 percent say they’re willing to change shopping habits if it will help make the world a better place and 68 percent say they’re willing to stick with a more expensive brand if it serves a cause.
University enrolment in the United States, the world’s biggest consumer nation, is expected to decline for financial disciplines discredited by the global financial crisis, experts say. More and more of America’s young want a career with a purpose. They’re signing up for science and public service seeking to make a difference in the world.
This trend may also be fueled, in part, by a hunger for quality that became apparent the night that unlikely singing sensation Susan Boyle grabbed the world’s attention on “Britain’s Got Talent” with her heavenly voice.
It seems to me that like other forms of consumption, entertainment becomes less frivolous in times like these. Then the question is, how long will this last.
Is consumption with a cause here to stay? We’ll know when the good times come back.
Posted by: CNN Anchor, Ralitsa Vassileva
Filed under: Ralitsa Vassileva
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