Thursday, March 3, 2016

Kill Yourself (Not You, The People At Forbes)

From time to time I like post little tidbits on how Prius has insinuated itself into our culture. Back in the day a lot of was just referencing the Prius. Nowadays, it's mostly clickbait and every once in awhile, a truly repugnant reference that would make zombie Bill Hicks climb from the grave and strangle the author. In this case, Forbes and Ashoka, I'd keep the doors locked. Hicks is coming for you.
“Social norms are how people think of themselves, what they aspire to be like, and how they expect others to act. As for social influence, people are constantly watching other people, and the biggest predictor of purchases is people like you driving that car, wearing that jacket, or holding that phone.”

A promising direction for the conscious fashion movement is combining sophisticated marketing with the work of NGOs pressuring companies toward transparency—that is, allowing activism and buying to work together. O’Rourke believes that fashion, which is “by nature a form of conspicuous consumption,” is ripe for mining “the Prius effect”“People see you driving around in a Prius, and it gives you recognition as a person who is thoughtful about environmental or energy issues. People see you in your Patagonia jacket, and the choice of your clothing similarly signals and creates the potential for status and for the social influence effect. ”

Patagonia actively encourages its customers to buy less and reuse and repair more, which memorably markets the quality of its products and imbues the consumers wearing the label with cultural cachet. As another example, H&M’s “Conscious Collection” has a distinct green tag that communicates explicitly consumers’ conscious status to fellow shoppers.
Patagonia clothing is great because it is great, not because of the image or it's marketing asshats.

I take it all back, Forbes and whoever you are, unlock your doors. Open the windows. Accept your well deserved fate. Zombie Bill Hicks is going to plus up your "marketing plan" in a big way.