Sunset Culture – The Heyday Of Authenticity
Marketers should be prepared for a sharp turn. Cool-culture, which for many years was the basis of the culture of consumption of anything, has completely exhausted itself. The philosophy that “you need to consume only the best and as much as possible; otherwise you will look like a loser,” in fact, led to the emergence of today’s crisis, which will kill this philosophy. Very soon, the highbrow theorists will come to understand that the existence of this non-functional motivational model is due to the completely outdated Freudian theory postulating the Oedipus complex (and the unconscious self-perception that is accompanying it) as the only basis for human manipulation from the outside, which inevitably leads to the search for the maximum number of external objects compensating for this inferiority. From the emerging maniacal pursuit of external compensation, which turns you into a successful person from a loser by acquiring a new “right” car, and the real causes of today’s crisis begin. What will replace the relaxed culture?
The idea of maximum absorption will be replaced by the concept of authenticity and creative self-disclosure, which will be brought to marketing by new humanistic schools of psychology, which will finally supplant Freudianism. There will be general talk about finding unique content corresponding to the personal and real needs of a person. The concept of accuracy will replace the idea of coolness and superhero according to yourself. The widely known slogan today may sound like “Take not everything from life.” And the slogan “Image is nothing, thirst is everything” will acquire a second youth and a new, most profound content. This revolution in the consumer worldview will give a powerful impetus to the development of the marketing industry. This new impetus, under the modern “balanced” philosophy, will make it possible to most optimally manage the available resources and create a new balanced economy that is incommensurably more capable of self-regulation and therefore the least prone to crises.
Strengthening The Role Of Brands
The 2020 year. New marketing and economic reality due to the modern philosophy of consumption. In principle, the foundations of this philosophy already exist today – this is downshifting, in essence, representing an utterly sound rejection of the unnecessary maximum in favor of what you need. Just for now, only individual cranks use it. But when this concept is scientifically substantiated, recognized by everyone, and absolutely everything will become downshifters and, first of all, the richest, the world will change beyond recognition. The decline of the cool culture will lead to the disappearance of the category of “luxury,” as a concept and as a fact.
But, most importantly, it will lead to a total change in the orientation of all brands: from the desire to help the consumer to become “cool” – to the desire to help him become himself. The product represented by the brand will pursue only one single goal – to satisfy the real human need. Since the real needs of all are relatively constant, and there are not so many of them (if you remove external coercion to consume, any healthy person quickly concludes that he needs not so much for happiness), the process of continuous improvement and product development will soon be stopped. The Gillette Mac 3 razor is already today an almost perfect blade, and Gillette Fusion is no longer required in principle. So it will be with all other products. Do I need a camera with a matrix of 100 megapixels? Maybe 50 is enough? No need to start a new production will significantly reduce the cost of the same type (but very high quality) products. But the retail price of the products will not be left out after the cost price. The principal place in the cost of the product for the consumer will take the brand value. Someone will ask: will brands be needed in this case? Needed and very much so. Why?
Secondly, it will help to redistribute resources and solve actual problems. Today, buying a product, you support some children or some movement, etc. And first, the brand can be beneficial to a person in revealing himself through the acquisition and use of the product. Today there are such brands. Buying a “Mac” or a Gibson guitar, you do not just spend money, you start to begin some kind of creative activity that this brand pushes you to do.
An example is an ordinary sofa. Very good, but simple. Communication can be like this: “Yes, this is the most common sofa, but with it, you can completely change your life. Putting one`s beloved girl it and starting a family, inventing, lying on it, a smart script, etc. “- this is fine. Just imagine how many creative resources are required to convince people to buy a product of the same type! This is the golden bottom for advertisers and marketers!
Another example: IKEA, which now offers the only one product worldwide – the wall bars. Yes, the most real wall bars, which are in every school gym! This is a universal module that can be used as a bookcase, stuffing books and discs between bars, can hang any equipment and things on hangers on brackets, you can shove stuff between bars, in the kitchen, you can hang pots and plates on individual hanging shelves clinging to the crossbar. If you fold such a module and put a mattress on it, you will get a comfortable bed. In general, a very inexpensive (because unified and simple) element of furnishing. It is just furniture. But it creates for you a functional space that satisfies all your needs, and in this space, you can … and here comes the fantasy of the creators: what killer feature do you suggest “to make” your users? If the killer feature is worthy, they will buy and do it.
One more thing. A camera with a fixed 50-megapixel characteristic. No matter how it works. It works fine. It just “Helps you see the world.” What do you see through it? The brand will show you some initial options.
And maybe even so: the well-known perfumery and cosmetic brand proceeds to the production and sale of the only unified product – universal soap, which can be washed and washed, and shaved, etc. Maybe even brush your teeth. “Why are you trying to become someone that you are not? Just be yourself! ”It is already there today, like the“ Dove ”communication, but they have not yet brought the concept of their product to a logical ending. Why not?!
Want more? Buns, the most straightforward bran muffins at McDonald’s, are the healthiest food in the world. No meat at all! Have a quick snack while you change the world. Well … and so on. Forget about the crisis; forget about the starving countries. Brands make the world a better place. They will adjust and adjust it to make it sound. The role of the brand will change, from banal manipulation with pressure on an inferiority complex, to an authoritative regulator of public life, helping to find oneself, believe in oneself and overcome actual and real problems of society, which, of course, will be. Therefore, the role of the brand will increase and become very, very large.
Marketing As An Art
The 2020 year. The emphasis in the economy is increasingly mixed with material production for the production of information. The development of information channels will require the creation of more and more of this information – a variety of content, preferably as exciting and useful as possible. Marketing, as an activity aimed at meeting the needs and requirements through an exchange, will be a determining factor in any creative business, including in artistic creation.
Today we live in the postmodern era – this is such a “stage,” in its function and device very similar to a kaleidoscope. That is, everything that has been accumulated by world culture for centuries, today rotates in such a big drum and is mixed up like different fancy shines and glass in a kaleidoscope. At the same time, throughout this whole heap, occasionally some “new” quite beautiful, but, more often, meaningless combinations arise. That is, roughly speaking, the meaning of all of today’s “creativity” is the mixing of different cultures and their elements through the search for all possible connections, in many respects random.
This principle of free mixing is firmly connected with the idea of free self-expression of the creator, when a person searches for such new combinations that he likes, responding to the needs of his inner world. The audience that hears such an act of creation, as logic suggests, will be shaped by the similarity of the complexes that are in the mind of the creator and the audience. The higher the similarities in their complex structure, the more people will find this work exciting and worthy of attention. In this case, those who will maximally mirror the spiritual formation of the whole society with all its merits and delusions will be considered brilliant (most demanded) works. That is, all that we can do in the postmodern culture today is a mutual peering into such a kaleidoscope, in the hope that it will accidentally reveal something interesting…
But, in fact, the audience of this or that “work,” unconsciously looking for structural similarities of the psyche, is also automatically looking for answers to its questions, looking for ways out of its “existential deadlock,” solving some “life” problems that stand by. And the postmodern thinking system cannot provide for the conscious creation of such “solutions.”
Therefore, after some time, when the idiocy of this situation will be realized, this approach and, together with it, the idea of the author’s free, chaotic expression will be rejected entirely. Rejected in favor of, perhaps, the same principle of intrinsic authenticity: the search for oneself and the restoration of its functionality. That is, the difference will lie in the fact that the author will not just broadcast his problem (her experience) through his work. He will first figure out how to solve it, that is, he will find himself and restore his functionality, after which he will already show this solution to others. The difference is significant. Today, this approach deliberately works only when creating blockbusters and is still somewhat clumsy: indeed, the problems and needs of the target are explored, and attempts are made to satisfy these requests (the so-called “mass psychotherapy” through cinema). All this is in its infancy. But there is a field for development.
Perhaps, for many who see the meaning of their lives in self-expression (self-affirmation, self-realization) through creativity, today, it will seem absurd. But change is inevitable, and perhaps tomorrow everything that is not aimed at finding the inner identity of a large number of people will be completely devalued. With the development of technology, tomorrow also absolutely everyone will be able to “freely express themselves,” and with equal access to global media. In part, this is the case today. Already today, everyone can create a recording studio at home that the Beatles could only dream of. And publish your creativity online. But what is recorded at these studios? Success is achieved only by chance by a well-matched combination of “kaleidoscope details.” Tomorrow such things will not be attractive to anyone (although, even today …), well, or almost nobody, just as a form of communication in a narrow circle…
Pretty soon, someone (most likely in Hollywood, as they are already coming to this) will consciously learn to create such works that will not only “catch” the majority of the audience with an exposition of the problem, but also present real and long-term benefits in terms of life experience to solve it. After that, the audience will no longer pay any attention to those “works” that do not provide “solutions” to their “problem.” Therefore, any severe creative activity will be subordinated to the needs of the audience (except those who like to do “it” just for themselves – there will be many of these, but no one except them will need their “products”).
Marketing, as a principle, will lead any creativity, including any art. And it really will be considered real art.
About the author
Melisa Marzett is a content writer who loves her work and the ability to travel while working. Currently working for quality rewriting services, she enjoys every single moment of her life visiting different places, meeting new people and gaining experience and knowledge in all aspects of life.