Ogilvy: The end of "over-muchization

On average, consumers own more than 10,000 items. This is the "over-indulgence", the material abundance in which we live. But the varnish of the affluent society, which is geared towards material growth, is peeling, says Simonetta Carbonaro. "I've been pointing this out for over 15 years." And she is no longer the only one.

The crisis cannot simply be overcome, but will inevitably lead to a different way of living together in Western societies. "It's about transformation." People are realizing that the dream of constantly growing prosperity has come to an end.

Marketing has lost touch with reality

In times of uncertainty, people have a need for community. No longer "Me", but "We". Consumers are networking, exchanging ideas, forming alliances, developing social innovations and new forms of consumption, as the shareconomy shows.

But marketing has not understood that people are reorganizing themselves, the consumer psychologist criticizes, and gives a few examples:

- "Brand management says that the brand accounts for the majority of the company's value. The customer replies: Why don't you just communicate your values?" 

- "Brand managers claim that brand awareness is based on maximizing the visibility of the brand. Customers, however, are looking for content and credibility." 

- "Event managers sell the most expensive shows to stage the brand experience. But customers want to look behind the scenes and understand what the brand stands for." 

- "Communication appeals to the hedonism and individualism of consumers. But people are looking for their lost identity and a new sense of community."

(Simonetta Carbonaro, Photo: Ogilvy/Dominik Fricker)

Understanding what is

Consumers are turning their backs on "over-indulgence". However, this does not mean that they are saying goodbye to consumption. Carbonaro is not proclaiming the "Age of Less", but rather the "Age of Essentiality" - a return to the essentials.

She calls on marketing and communication managers to become anthropologists. Instead of being market researchers or neuropsychologists, companies need to get to grips with society again. No longer orient themselves to customer wishes - and consequently chase after customers with ever new product variations that only last for a short time anyway.

Instead of interpreting consumer insight studies, marketing managers need to understand what is happening to people outside, what moves them. Recognize the needs of customers. And work with them to develop solutions to the challenges of everyday life.

"He who sees no alternative is blind."

Werbewoche spoke to Simonetta Carbonaro about brand management and the challenge for companies in the transformation process. You can read more in the next print edition of Werbewoche, which will be published on February 7 - and from then on, of course online.

Isabel Imper