Buy What Matters
Do you consider yourself as part of the masses? Then why do you act like it? We have more freedom now than anytime in human history to buy the things that express ourselves and meet our needs. Why do we continue to follow companies that do not represent our interests?
It’s in our DNA. We learn at an early age to follow the path of least resistance. Our brains program connection points and map out our understanding with each new experience. When we do things a second time we expect it to be similar to the first time. If it is not, we feel it is different or not right. Ever drive somewhere a second time and feel like it took less time, but in reality it did not? That is because you are not paying attention to every detail like the first time. It is easier and less work because you know what to expect. That is the power of the big brands. They create an environment of consistency. We can expect the same product or service for the same cost over and over again anywhere in the world. This creates trust to the consumer because they reinforce our expectations. Whether you like it or not you know what you are going to get. The choice to go with these brands becomes the path of least resistance. You do not have to think about it. Even if you do not get exactly what you want you get something you kind of like for a cost that feels right. Who knows what the true cost of that product or service is to the planet or human society. “The grass is always greener” cuts both ways. Most of us desire something different, but rarely do we choose to change unless we are forced to.
We have a chance now to break from this structure, if we can get out of our habits. The opportunities to show people the “grass is greener” is right in front of us. The big brands today must work harder to keep our attention because the internet and social media provide a forum for people to share an opinion about anything. New companies can reach directly to a consumer without building a brick and mortar presence or advertise in traditional media. Not only can they talk about themselves, but so can consumers passionate about their new product or service. That is the power of blogs, twitter, facebook and the many other social media outlets. It is still an exposure game but the diverse number of people’s interests create a more specific communication outlet that can drive to a specific niche. If companies can find those “influencers” they have a chance to make an impact overnight.
Follow the brands that represent your interests and make sure you let people know about it. You have the chance to change the way we do business and give a good company a chance to compete with the big brands. We should not accept mediocrity or morally questionable products because it is easy. There is plenty to go around when people follow what they like versus what has been presented to them at the “global” neighborhood store. Use your buying power to voice the products and services that mean more to you and create a diverse marketplace.