Nothing works without the people
Consumers are becoming increasingly discerning—even when it comes to voting. In this regard, the government and Congress still have a lot to learn from brand-name manufacturers.
Column Customers are becoming increasingly demanding - even when it comes to voting. In this respect, the government and parliament still have a lot to learn from branded goods manufacturers. And it was not the first, but in terms of the number of consecutive referendum defeats, the sixth such "slap in the face". It is not only the defeats themselves that give pause for thought, but above all the No votes of between 60 and 70 percent, after which politicians from right to left argued about whether the "package character" of the three proposals, women's resistance to raising their retirement age or a fundamental political No to the right-wing austerity measures were the deciding factors. In reality, however, there is a much more fundamental social phenomenon behind the people's rejection: the increasingly critical distance of citizens from time-honored authorities, who are suddenly stunned to discover that their former supporters are refusing to follow them.
Long-suffering brand marketers gleefully call out to the Federal Council: "Welcome to the club!" Marketing specialists in the private sector have long been aware of the trend that we are now seeing more and more in politics: no matter how long and proud a tradition may be, it is no longer a guarantee that a brand will continue to be accepted by consumers. Today, this requires more.
Shell analyzed what this meant after the company suffered a massive loss of image worldwide due to the media coverage of the Brent Spar oil rig disaster. Firstly, the oil multinational came to the conclusion that a key element for the success of a brand and its communication was whether and how it met the public's specific need for information. And secondly, that this - particularly important for a global player - is not the same everywhere (see chart above).
Companies (and politicians) therefore have it easiest in Asia. There, a trusting "trust me" is still enough to convince consumers (or voters). In Europe and the USA, on the other hand, such assurances are no longer enough: Here, people demand plausible explanations ("tell me") or even the
final proof of truth ("show me") is expected.
It is certainly debatable whether Europe is actually in a better position than the USA in terms of consumer confidence. (There is probably no significant difference today.) However, the decisive factor is that even the willingness of companies to prove the truth of their products and services is no longer enough. The consumers of tomorrow want to be able to have a say and shape the development of new offerings: "Involve me!"
In relation to the Federal Council, this means Consultations with parties and other interest groups are not enough. We are by no means recommending that you always opportunistically fly your flag with the wind, dear ministers. But if your policies are to be successful, you must also take the (voting) public into account when forming opinions. Just as the economy does with its consumers: with panel surveys, telephone interviews and all other instruments that are part of professional market research. As Bob Dylan sang 40 years ago: "The times, they are a changing."
> Sacha Wigdorovits was a journalist, including editor-in-chief of Blick, and now heads the Zurich communications agency Contract Media.
Long-suffering brand marketers gleefully call out to the Federal Council: "Welcome to the club!" Marketing specialists in the private sector have long been aware of the trend that we are now seeing more and more in politics: no matter how long and proud a tradition may be, it is no longer a guarantee that a brand will continue to be accepted by consumers. Today, this requires more.
Shell analyzed what this meant after the company suffered a massive loss of image worldwide due to the media coverage of the Brent Spar oil rig disaster. Firstly, the oil multinational came to the conclusion that a key element for the success of a brand and its communication was whether and how it met the public's specific need for information. And secondly, that this - particularly important for a global player - is not the same everywhere (see chart above).
Companies (and politicians) therefore have it easiest in Asia. There, a trusting "trust me" is still enough to convince consumers (or voters). In Europe and the USA, on the other hand, such assurances are no longer enough: Here, people demand plausible explanations ("tell me") or even the
final proof of truth ("show me") is expected.
It is certainly debatable whether Europe is actually in a better position than the USA in terms of consumer confidence. (There is probably no significant difference today.) However, the decisive factor is that even the willingness of companies to prove the truth of their products and services is no longer enough. The consumers of tomorrow want to be able to have a say and shape the development of new offerings: "Involve me!"
In relation to the Federal Council, this means Consultations with parties and other interest groups are not enough. We are by no means recommending that you always opportunistically fly your flag with the wind, dear ministers. But if your policies are to be successful, you must also take the (voting) public into account when forming opinions. Just as the economy does with its consumers: with panel surveys, telephone interviews and all other instruments that are part of professional market research. As Bob Dylan sang 40 years ago: "The times, they are a changing."
> Sacha Wigdorovits was a journalist, including editor-in-chief of Blick, and now heads the Zurich communications agency Contract Media.
