A Transformable Shoe Style - Modular Shoes

This shoe design is every fashion lover's dream or nightmare, depending upon your perspective, because it allows you to have just one shoe for every occasion. These funny shoes transform using zippers, and while they might be a bit casual for New York's favorite fashionistas, it's a great solution for the over-packer.

I'm in the process of packing for a trip right now, and lined up by my suitcase are many of the pair of shoes I own.

While I'm all about comfort, I can't decide what the weather and events of the trip will dictate, so I've got a variety of flip-flips, sandals, sneakers and flats. I know you can relate, and fortunately, the fashion designer behind these cool modular shoes, clearly another victim of the over-packing syndrome, has come up with a solution with a shoe that transforms to practically any style.

These funky, fashionable shoes transform from boots to flip-flops and everything in between. Heading straight from the beach to the nightclub and need a pair of stilettos? Just manipulate the zippers on the modular shoes!

Going from the office to a hoedown? Transform your loafers into a pair of country-style cowboy boots! Ok, so the canvas shoes slathered in zippers may not be the most fashion-friendly for the office or nightclub, but just think of the space saved in your suitcase!

These funky, modular shoes were unveiled at the "Bread & Butter" fashion trade show in January, in Barcelona, Spain. No word yet on when they'll be available for retail.

Join the Hunt

17/03/2009

The days of rushing round the garden to find a sadly melted and slightly disfigured Easter Egg could be numbered thanks to a a highly addictive online Easter Egg hunt. M&Ms Speck-tacular Eggs encourages mums as well as young children to ‘Join the Hunt’ at http://www.jointhehunt.ca/, on commercials and on pack promotions and via banner ads.The campaign is a collaboration effort between Proximity, Canada, BBDO Toronto and Firstborn, New York. Players complete games, search the website for Easter eggs, follow links to other sites connected to the campaign and discover pin codes in banner ads and on packaging to collect points for their online profiles.The more points gained, the higher the chance of winning some of the prizes on offer which include family holidays to New York, LA and Orlando. The campaign’s strategy was conceived by Proximity, with a planning process that lasted 18 months. Jon Webber, associate creative director at Proximity Canada told Contagious: ‘One of the key drivers for the campaign was to make sure it all came from one place’. He describes the online egg hunt idea as a ‘natural extension of the brief, to raise the awareness and purchase frequency of the speck-tacular eggs’.

The campaign also includes two TV ads that drive to the website, one of which (Join the Hunt) was developed by Firstborn, which had already produced the impressive 3D animations of the Red and Yellow M&Ms characters for the website. Dan LaCivita, executive creative director at Firstborn explains: ‘Proximity had the whole concept worked out from the pin numbers in packages to the hunt online, and we worked on the site and concept development’. He adds ‘By using the assets from the website in the TV spot we were able to save the client time and money’.The campaign is beautifully simplistic and compulsive, and the overwhelming idea is that the eggs you’re looking for could be anywhere. Christine Parent-Inch, brand director at Mars Canada concurs: ‘The virtual egg hunt was an extraordinary idea for the brand that builds on multiple platforms to engage the consumer. The entire campaign encourages participants to experience the brand through a virtual world that they can explore and tap into in a multitude of ways.’The campaign’s development through agency collaboration and its distribution across multiple platforms is impressive. LaCivita concludes: ‘We are trying to push clients to start with digital; we can find so many different ways to leverage content across multiple channels.’ www.jointhehunt.ca

Possibly the cheapest ad ever made

Proof that a cheapie can be a goodie.

Obviously there's no way of telling whether this is a real campaign or just some random idea that an art student smoked up one night together with his giant bong [the lack of egotistical branding makes us wonder], but a good idea all the same.

Before & After: Svedka Vodka

"The new bottle for Svedka imported Swedish vodka had to be bilingual: It needed to speak to younger scenesters who consider themselves “in the know” and hang out at trendy nightspots as well as an older, more affluent consumer who likes to have a drink at home. This meant the packaging had to look equally attractive lit up on the back-bar of a hip club as well as lining a club store’s shelf, said Marina Hahn, svp, marketing for Spirits Marque One, Svedka’s U.S. importer."

Holli Mølle Organic Flour

The Norwegian design agency, Strømme Throndsen Design, has developed the brand strategy, name, concept, packaging and visual identity of Holli Mølle Organic Flour .

Holli Mølle is a small organic mill in Eastern Norway, specializing in flour production with the use of ancient and nutritious grain types. The target audience is modern women who value health and nutrition and are willing to pay extra for the safety and taste of organic flour, thereby providing them with an extra feeling of love and care for their family.

In creating the name, visual language and packaging for Holli Mølle, the following criteria were highlighted:- The identity should be based on traditional and authentic values- The packaging should be environmental friendly, functional, flexible and efficient in production.- The identity should challenge the existing visual language in the flour category

The result is a simple and unique graphical design, with fresh colours on the labels as the only differentiator between the 6 variants. The design communicates well with the target group, giving them a feeling that the flour really is ”ground with love”, as stated on the packaging in the personal message from the owner, Trygve Nesje

Big Rock Brewery

Rachelle Hynes, a student at Capilano University, recently took the opportunity to redesign the packaging for Big Rock Brewery.

"Big Rock brewery is a grass roots company that is 100% natural. By incorporating illustrations and a flat colour theme, it illuminates their image and gives a unique look amongst its competitors

Personalized print

BRAND: Lexus
BRAND OWNER:Toyota
CATEGORY:Automotive
REGION:USA
DATE:Mar 2009 - May 2009
MEDIA OWNER:Time Inc

The Lexus SUV 2010 RX is a car with 22 customizable settings, plus eight options handled by a dealer. Lexus wanted to highlight this feature and cotton on to the fact that these days consumers demand personalized offerings.

The rise of consumer empowerment in a digitally connected world, means people can read specialized blogs, RSS feeds and create personalized Google homepages.

Consumers have become accustomed to filtering out the content they don’t care about and select to read only the things they want.

Lexus recognized this but also recognized that this type of selection process was not available to the same degree in offline media.

Lexus teamed up with Time Inc to deliver this level of personalization to print. Readers can select five Time Warner magazines that Time editors will combine into a personalized magazine with 56 possible combinations.

The magazine, called “Mine”, is essentially a printed, expanded RSS feed, which is a five issue, 10-week experiment. Magazines available include Time, Sports Illustrated, Food & Wine, Real Simple, Money, In Style, Golf and Travel and Leisure. Lexus is the only advertiser, but with personalized messages for each subscriber targeting their interest.

When users sign up to the service, they fill out an online survey that means that all of the Lexus ads in the magazine are tailored to the reader, and will include their name and where they live.

Brand equity through the eyes of the consumer:

Brand equity through the eyes of the consumer: The case for measuring 'Commitment'

'Brand value is very much like an onion. It has layers and a core. The core is the user who will stick with you until the very end.' This much used quote from Edwin Artz seems simplistic at first glance, but the deeper you delve into it, the more profound are the implications for the brand management process, especially in the measurement of 'brand equity'.

Newcomers such as Lipton are establishing niche markets Whilst many definitions of 'brand equity' exist, most of them agree that any measurement should involve some combination of overall presence, usage or saliency, and public perceptions of the brand. However, this is more of an inside-out rather than the more realistic outside-in view of the brand and one in which not enough importance is given to the consumer experience that the brand generates. Brands are not central to consumers' lives - but consumers are central to a brand's existence; and so any approach to measuring brand equity needs to recognize that. Any practically useful measurement is not simply a function of presence and perceptions, but must also capture the quality of the relationship that the brand has created with its users.

We use the Conversion Model; which views 'Commitment' as the Holy Grail of brand building and measures equity as the brand's ability to convert promiscuous consumers into loyal apostles. Commitment is an attitudinal measure as compared to a behavioural one. Loyalty is behavioural and for that reason alone is not a sufficiently accurate reflection of the consumer-brand relationship.
There may be times when consumers may be highly satisfied with a brand yet still defect to the competition; similarly, dissatisfied consumers do not necessarily gravitate away from a brand at the first opportunity.

Measuring commitment in the UAE youth market

amongst 400 respondents aged 16-24 in the UAE. Our objective was to take a useful measurement of brand equity of key brands in cold beverages (carbonated soft drinks, energy drinks, iced teas etc) and electronic gadgets (MP3 players, gaming consoles, mobile phones etc).
Analyzing the results gives a clear idea of how commitment can shed light on the strength of the brand, important category dynamics, and emerging trends within these categories. As a category electronic gadgets generate greater commitment than cold beverages.

A typical young UAE national is more likely to try out different brands of beverages but unlikely to experiment with brand choice in electronics. While some of this can be attributed to higher switching costs or perceived risk, it also implies that most electronics companies have managed to create a differentiated brand offering through product innovations. Thus 66% of respondents tended to be single minded (i.e. committed to one brand) in their choice of gadgets, while only 47% were single minded in their choice of beverages. The implication is that market factors are more likely to influence brand usage in the beverages category.

Bigger may not always be better
Commitment is also a very useful indicator of future market share. In the cold beverages category a higher incidence of consumption does not necessarily lead to higher commitment. Brands such as Pepsi, 7Up and Coca-Cola currently have the highest consumption levels.

However, when we look into commitment levels we see that new age niche beverages such as Lipton Ice Tea, Power Horse and Oronamin-C enjoy the highest commitment levels in the category, with more committed consumers in their franchises than in the larger brands. This means that these brands have created a strong, dedicated following and while they may be smaller brands currently, they have the potential to wean more and more consumers and hence represent a very real future threat for these large CSD brands.
Based on our experience with cold drinks then, one might argue that a large consumer base leads inevitably to lower commitment. However, for iconic/power brands in some categories this is not the case.

Nokia's 'human' innovation brings success
An example of this is the performance of Nokia in the electronic gadgets category.
Nokia has by far the largest user base with a massive 90% of our respondents claiming to own a Nokia phone. But the more significant measure of Nokia's success as a brand is that 75% of those users are committed to the brand.

This is testament to Nokia's strategy of constant innovation yet consistent adherence to the values of human technology. The only other brands that come close are the iconic Apple Ipod and Sony Vaio, both of which enjoy only a fraction of Nokia's consumer base. An interesting aspect of Nokia's success is that perhaps brands need to be unfettered by the confines of their category and focus primarily on the consumer experience they wish to generate. Would Nokia have managed to create such strong commitment if it thought of itself as just a mobile phone company, and stayed away from photography or music streaming? In a city about to become home to the latest Armani hotel and Versace Pallazo surely that's food for thought.

Driverless car finds its voice

BRAND :Skoda
BRAND OWNER :Skoda
CATEGORY :Automotive
REGION :Netherlands
DATE :Jan 2009 - Feb 2009

To promote its new Octavia model to Dutch consumers, Skoda wanted a campaign that rose above the blandness of car specifications and entered into the realm of entertainment.
Skoda came up with the idea of a remote controlled car, thus Octavia RC was born.

An Octavia car was parked in various locations around the Netherlands. There is a camera inside the car and one outside the car filming the outside of the vehicle. Both of the feeds are sent to a website, http://www.octaviarc.nl/.

Visitors to the website could not only select which camera view they wanted to watch, but also interact with the car and watch the reactions of passers by. Once users arrive at the live feed, they can see a number on their screen which represents a countdown of the number of people who have a turn to do something to the car before it is their turn.

Once their turn arrives, they have one minute to remotely manipulate a number of the car’s features, including the lights, the horn, the windscreen wipers, as well as a series of jingles that are played from a set of speakers installed behind the bumper, which make it sound as though that car is speaking.

PINK IS FOR BOYS:::an exploration of the many meanings and uses of pink

1. MEN

NANTUCKET RED

A trademarked shade of weathered red sold by Murray’s Toggery Shop on Nantucket to unapologetically preppy men. It is, however, decidedly not pink—not the color of Thomas Pink shirts signal¬ing the elegant, crisp aggression of the office; not the color of pink polos dewed with sweat on the golf course; not a match to the rus¬tling pink newsprint haunting the early-morning hours before trad¬ing. Nantucket Red is thoroughly relaxed and never, ever pink.

SOMETIMES, PINK IS THE COLOR FOR BOYS
A century ago, baby boys were swaddled in pink—a watered-down version of red—and girls were in blue, evocative of the Virgin Mary. Ladies’ Home Journal said, “The generally accepted rule is pink for the boy and blue for the girl. The reason is that pink being a more decided and stronger color is more suitable for the boy, while blue, which is more delicate and dainty, is prettier for the girl.”

PINK TRIANGLE = GAY MAN
Homosexual men in Nazi camps wore an inverted pink triangle; lesbians, prostitutes and other “loose” women (including users of birth control) wore an inverted black triangle. Both symbols have been reclaimed by gay-rights organizations as symbols of pride.

FINANCIAL TIMES PAGES
The U.K.’s leading business paper distinguishes itself from com¬petitors by its salmon-pink paper. So ubiquitous is this trademark that “salmon press” is often used as shorthand for the economic press or business sections of general-interest newspapers.

2. EMPIRE

MOUNTBATTEN PINK
Naval camouflage promoted by Admiral Louis Mountbatten of the British Royal Navy during WWII. He colored his entire flotilla of destroyers this shade, intended to match the sky just before dawn or at dusk. Mountbatten Pink scored a “victory” by disguising the HMS Kenya (a.k.a. “The Pink Lady”) off the coast of Norway. The Ger¬mans’ marker dye used to target shelling matched The Pink Lady’s hue so well, they were firing more at their own shells than at the ship.
Mountbatten Pink fell out of favor in 1942 due to a critical snag: As soon as the sun actually rose above the horizon, it spot¬lighted the big pink ships with unfortunate, brilliant accuracy.

THE BRITISH COMMONWEALTH
These 53 sovereign states, members of the former British Empire, are often colored pink on maps. In the empire’s heyday, these pink countries represented a behemoth of trade, cultural ties and a visi¬ble manifestation of the Queen’s power sweeping across the globe.

ALL THE THINGS YOUR PINKY FINGER CAN MEAN
Whereas lifting your pinky while drinking tea signals one’s collusion with manners of the British Empire, the pinky has other expressions. Holding the pinky up signals your need to urinate (India) or a vulgarity (China). Link pinky fingers to swear an oath or ask forgiveness (U.S.) or to make a bet (Turkey). Waggling your pinky downward also can refer to a small penis (Australia).

3. REVOLUTION

PINKO COMMIE!
A term coined in TIME Magazine in 1926, a pinko (or “parlor pink”) will express sympathy for the Soviet Red Revolution but rarely budge when urged toward real action. Pass the petit fours.

GEORGIA'S ROSE REVOLUTION
Amid the crush of Georgian-flag designs in the past century, this dark-pink flag fluttered twice, briefly, over the melee below. It first flew in 1918 over the short-lived independent Democratic Repub¬lic of Georgia. The Soviets firmly tucked this flag away when they took over in 1921, but the tricolor rose reappeared in 1990 as Soviet rule fell, only to get stuffed back in the closet in 2004 as a symbol of the chaotic bloodiness of the post-Soviet period.

4. JAPANESE-NESS

CHERRY BLOSSOMS & DEAD WARRIORS
Since the Heian period (794–1191), the quick burst of short-lived sakura flowers has made the perfect, agreeably elegiac symbol of life’s transience. Just as sakura petals drift suddenly to the ground, so samurai die unquestioningly when duty calls. Kami¬kaze suicide units in WWII painted cherry blossoms on the sides of their planes, and folk wisdom suggested warriors’ souls were reincarnated in the fragile blossoms.

YAMATO MADESHIKO
The ne plus ultra in femininity has a name in Japan: Yamato Nade¬shiko, named for the willowy, pale-pink nadeshiko flower native to the nation. Yamato is chaste, quiet, loving, obedient, but—per Jap¬anese WWII propaganda featuring her image—will brandish her takeyari (bamboo spear) to kill if her family or chastity is threatened.

PINK FILMS
Soft-core, low-budget erotic films popularized in Japan from the 1960s through the 1980s, pink films (pinku eiga) worked cleverly around Japanese censorship laws forbidding the display of pubic hair or the so-called “working parts” in a sex film. Classic pink films include Go, Go; Second Time Virgin; Flower and Snake and Daydream.

5. VAGINA

SHOCKING PINK
Parisian couturier Elsa Schiaparelli coined the term “shocking pink” in 1928 as both the name of her signature perfume and the vivid pink box (shaped like Mae West’s torso) the bottle came in. Schiap, as her friends called her, adored shock, but doubly so when the shock involved a transgressive peek of pink: a giant lamb chop-shaped hat, for example (a joint project with Salvador Dalí), or a dress with a pink, trompe-l’oeil breast stitched in fabric. Such outré behavior might explain how shocking pink became a slang term for female genitalia, although Schiap’s motto hardly screams feminism to non-clotheshorses: “Never fit a dress to the body, but train the body to fit the dress.”

MARY KAY'S PINK CADILLACS
In 1968, cosmetics mogul Mary Kay awarded her top saleswoman a pink Cadillac, painted to match the company’s Mountain Lau¬rel shade of blusher. She expanded to her top five producers the next year, spurring hard-driving saleswomen globally to push for the big pink “career car”—although, since 1998, the color of rolling success is not limited to pink, but includes white, black and smoky platinum choices.

THE PINK LADIES IN THE MOVIE GREASE
Female greaser gang from the musical-turned-film Grease. The Pink Ladies included Jan (the fat and funny one), Marty (the super-pretty one), Betty Rizzo (the tough, sarcastic one) and Frenchy (the beauty-school dropout). The Pink Ladies teach doe-eyed Sandy to swill booze, crack gum, talk back (to the Burger Palace Boys, their brother-gang) and definitely put out.

MS. PAC-MAN
Released in 1982, a sequel to the video game Pac-Man. In Ms. Pac-Man, game-play got faster, ghosts cagier, “warp tunnels” suck fruit from side to side, and Ms. Pac-Man does it all with a floppy pink bow half-obscuring her eyes. Also, the orange ghost Clyde is renamed Sue, introducing virtual girl-dot-on-girl-dot action.

6. IRANIAN-NESS

PERSIAN PINK
Persian cuisine is rife with pink ingredients derived from rose petals, rose hips and rose-tinted sugars and syrups. Bastani, Per¬sian rosewater ice cream, is served between wafers as an ice-cream sandwich, evidence of a fine tradition of ice cream in the desert. By 400 B.C. Persians were already storing ice spirited down from the mountains and licking cones well into the summer months.

EATING ROSE HIPS
Rose hips, dark pink or orange in color, are a miracle food: They ward off urinary infections, constipation and iron loss in people, and they boost vitamin C in pet chinchillas (who can’t produce their own). The fine hairs inside a rose-hip bulb also make a nice itching powder.

7. GHOSTLINESS

THE BLACK DEATH & ROSES
Roses lurk around the Black Death as odd parentheticals. Despite popular claims to the contrary, the nursery rhyme “Ring Around the Rosie” does not describe blood-tinged skin blotches indicating bubonic plague; the rhyme actually dates from the 19th century.
Which is not to say roses don’t crop up during times of plague. The general post-Black Death chaos freed up Christine de Pizan to become Europe’s first full-time female writer. Her chief target: the Roman de la Rose—the medieval French poem celebrating the female ideal as represented by the flower—taking particular issue with the antifeminist stuff Jean de Meun had added to the text. Christine and Jean locked horns, circling each other poisonously like a liter¬aro-feminist ring-around-the-rosie, well into the 16th century.

MEHER BABA
Indian spiritual leader Meher Baba dressed himself and his mandali (circle) in pink robes, signifying love, embodied for him in partner Mehera Irani. Meher Baba stopped speaking from 1925 until his death in 1969; presumably the pink robes did triple duty to express his feelings during this period.

PINK NOISE
Also known as 1/f noise, pink noise is a signal with a frequency spec¬trum in which—ahem—“the power spectral density is proportional to the reciprocal of the frequency.” Pink noise occurs everywhere, from the electromagnetic radiation output of certain astronomical bodies to heartbeat rhythms and the pitch-progression of almost all musical melodies. Fittingly, pink noise sits halfway between white and red noise (also known as Brownian noise).

PINKY THE PAC-MAN GHOST
One of the four Pac-Man ghosts, along with brothers Blinky, Inky and Clyde. Ghosts seek to eat Pac-Man, deducting one of his lives, but when Pac-Man eats an energizer pellet, the tables are turned and hunter becomes prey. The ghosts are slowed down, they turn deep blue, they reverse direction, and if they’re not lucky, they’re eaten themselves. Their dead eyes, floating to the sidelines, repre¬sent one of the more heart-tugging instances of digital death.

SEEING PINK ELEPHANTS
When you’re good and snockered, you might start seeing pink elephants—but the real Pink Elephant Brigade stands in reserve, when delirium tremens begin.

8. SPEED

PINKS IN DRAG RACING
Winner-take-all TV show that debuted in 2005 on the Speed Channel. Whichever participant wins three out of the five races takes the loser’s car. The show’s title reportedly comes from the coinage “pink slip,” which handily refers to both getting fired and the ownership certificate for a car.

THE GIRO D'ITALIA
The winner of this long-distance cycling race throughout Italy scores the maglia rosa (pink jersey)—colored to remind bystanders of the pink pages of the sponsoring newspaper, La Gazzetta dello Sport.

FOX-HUNTING JACKETS
They’re colored scarlet, but they’re actually called pinks, as in “donning your pinks” to hunt. Supposedly, pink doesn’t refer to the red as it weathers and fades, but to a legendary hunting-garb tailor named Pink, Pinke or even Pinque.

PINK-SHEET STOCKS
Super-tiny, thinly traded, often-volatile stocks traded on what’s known as the “over-the-counter” market. Pink sheets are rene¬gades, beyond most rules for disclosing financial information, and hence are pretty suspect. Before electronic quotes, quotes to these mad little puppies were printed on pink paper to alert all comers of the wild ride implicit therein.

How Important is Ownership?

Market Leader
Issue 29, Summer 2005
How Important is Ownership?
Chris Middleton

Sociovision Ltd

Recent research suggests the place that possessions occupy in our lives is changing, slowly but surely. Look back to the 1960s, for example. The mass market was built on the assumption that you worked hard, earned progressively higher salaries and bought more and more products that reflected your new money status. Today, selfactualising is about experiences, emotions, ethics and engagements – leaving less space for products.

As in any change, there is opportunity for those businesses that read the new reality and react in ways which align to the world as it is. The danger for so many retail and fmcg businesses is that they ignore the signs – or read the signs but enter a denial phase. My contention is that, like so many social shifts before, the change in attitudes to ownership is going largely unnoticed; it is creeping up by stealth and the proverbial frog is dying in the slowly heating waters.

If you look in the right places, you can see the results of these demandside changes all around. Retailers had a bad Christmas and continue to publish poor results. Articles appear regularly signalling the urgent need to rebrand brands, turn them into 'lovemarks' or revitalise them into 'powerbrands'. Marketing becomes more desperate in its tactics to seduce people – to the point where its activities are regularly criticised by MPs, watchdogs and journalists. Sales become an accepted way to make year-end figures rather than simply the method to clear stock for the next season – with the evident impacts on margins.

And here's the rub. While marketing has undeniably become harder, most analysis ignores changes to people's values as a significant driver of the retail marketplace. Typical complaints are that 'the competition just got stronger' or 'housing values are no longer growing' or 'demand is now limited to replenishment due to high household penetration levels'. And, of course, if everything else fails, we blame the weather. On the other hand, we rarely hear, for example, 'Some people are now coming to the conclusion that enough is enough and that increasing the amount of material possessions they own is no longer a central value in their lives.'

THE CONSUMERIST PARADIGM
To state our conviction in even stronger language, we are convinced that the very assumptions of the existing consumerist paradigm are increasingly out of sync with everyday reality. Moreover, we observe that most of contemporary market analysis and market research is so rooted in these traditional assumptions that it is blind to changes at the edges.

We hear about 'identity morphing', 'hyper wants', 'tribal belonging' and 'buying bulimia', and these are presented as the trends driving today's consumer. But what if the truth is increasingly elsewhere? What if companies are continuing to measure the past rather than anticipating the future focus?
Sociovision's research indicates the consumerist value set is becoming passé and new life is burgeoning beyond the old world of purchase, prestige and property rights. We have been able to identify seven archetypes, each with a specific new take on ownership. Let's look at just two of these archetypes, which sit outside of the mainstream consumerist logic, and illustrate their impacts on businesses today.

LIGHT LIFERS
Light Lifers do enjoy material possessions. It's just that they see no need at all to pay for them. In an era when so many have so much, their strategy of beg, steal or borrow is perfectly practical. What counts for them is to be able to use things for more or less short periods of time; individual access is the door and networking the key.

The ramifications are considerable for consumer goods companies. Renting and leasing are frequent means to access, although borrowing, filching and sharing are even better. The idea of spending money to acquire something, frequently does not even enter Light Lifers' heads. Their philosophy of travelling light means being weighed down by longterm commitments and 'for ever possessions' is the last thing they desire.

What challenges do Light Lifers lay down for marketers? Car companies, in particular, are scratching their heads about the move towards rental. Equally, they are worried that an increase in leasing contracts is blurring the perceived cash value of cars. In the future, many will only know that their Ford Fiesta costs £199 a month, the total cost being hidden from view.

The travel industry is also feeling the effects of Light Life attitudes. Why buy a package holiday when you can design a DIY adventure around visiting distant family and friends? Finally, ever wondered why people use internet cafés? Well, if you have recently bought a home media system you will soon understand. Light Lifers may or may not have the money to buy a new HP tower, but subcontracting the configuration and maintenance to the internet café owners meets their footloose objectives. Renting a screen for half an hour of emailing is so much lighter than plug-and-pain.

RESPECTABLE REBELS
The Respectable Rebels have grown up in an era where bytes replaced atoms and where the web is the new marketplace. Respectable Rebels barter rather than buy; in the peer-to-peer world, what is virtual is virtually free. Do not speak to these downloaders about legality since this archetype believes in rebels' law, where possessions are shared and where the payment for a transaction is the investment needed to set up the software.

The music industry has taken the best part of five years to cotton on to Respectable Rebels. The industry first threatened Napster: then it bought and closed Napster; then it attacked pirates through the courts and only latterly has set up legal download sites. The film industry is likewise threatened and has yet to respond with official sites. Meanwhile, millions use emule, e-donkey and so on to build their film archives. Less obviously, Respectable Rebels were some of the first to pile on board low-cost airlines. The price was seductive, of course, but, at the back of their minds, it was so sweet to put one over on the national airlines that had milked the market for so long. This time they
did nothing illegal but rebellious thoughts were part of the appeal.

The other archetypes we discovered were as follows.

Financially Challenged: necessity drives these people to access not possess. Hand-outs and rental are frequent means of accessing consumer society.

Freeloaders: a group of individuals whose high-powered network is the source of their wealth. They are parasitic consumers rather than purchasers; it is more important 'to know than to buy' and 'to seem' rather than 'to have'.

Old Style Socialists: supporters of sentiments like 'all private ownership is theft'; people with this leaning want collective ownership and public service to distribute wealth equitably.

Pre-Materialists: these are people who have never been fond of possessions, emphasising a simpler, sometimes spiritual, approach to life.

Post-Materialists: experiencing and being are the leitmotivs of this cluster, who have gone beyond possessions and now 'invest in lives'. They do consume, of course, but always for higher motives and ethics.

ANALYSIS
Taken together, Sociovision estimates that these seven archetypes represent around 55% of the population. Put another way, only 45% of British society today believes in full-on consumerism as a way to live, a route to happiness and a reason for being. Furthermore, our time series research indicates that, over time, this percentage of white-hot consumers is slowly declining. Meanwhile, the most rapidly growing groups are the Respectable Rebels (which we estimate at 4% of the population) and the Post-Materialists (at 9%). Interestingly, while the Rebels, in common with Light Lifers, are younger in demographic terms, Post- Materialists tend to be older. The fact that some older people have turned their backs on serial consumption would seem to scotch any hope that this is a passing phase linked to carefree youth trends. Moreover, we are convinced that these value changes, which now replace consumption at the centre of many people's lives, are more permanent than many in our industry hope.
In conclusion, we believe current marketing faces a significant risk of being blindsided by social evolutions despite some clear signs of the consequences of change. So much seems to be riding on the uninterrupted and unmolested continuation of the consumer marketplace – and yet archetypes surround us that threaten this continuity. Each archetype, remember, has a radically different notion of what ownership is all about. Retailers and consumer goods companies would do well to understand better the emerging social shifts, and plan how to reconfigure as a consequence.