Book review: Changing mores of the 21st century present challenges
The 21st century society will live, think, and act differently from the aggressive, egotistical population a century before. Underpinned by a new morality and social consensus, conspicuous consumption will be replaced by a much more considered buying process. The new breed of 21st century "post-consumers" will want what is best for themselves, but not at the cost of others. Several factors are combining to create a new post-consumer society that is less homogenous, creating a more difficult environment in which to build and sustain global brands.
The Age of Selfish Altruism: Why New Values Are Killing Consumerism elucidates the major changes and emerging attitudes towards business and social mores, providing an important roadmap for marketers who need to understand the evolving needs of their target audiences.
Author Alan Fairnington has been a close observer of consumer trends and attitudes. Having worked as a management consultant and as a director of one of the world's largest advertising agencies, the author distills the big demographical and attitudinal changes that are set to shape the 21st century. This book demonstrates how these changes will combine and overlap to create a neoteric lifestyle and consumer behavior - ramifications which all businesses and governments should ruminate about.
Companies will need to radically evolve the way they are organized. Old manufacturing methodology will need to be cast aside along with stereotyped marketing techniques and traditional sales structures. Most importantly, marketers will be forced to address the new values and morals of the 21st century consumer, or face obsolescence.
This is a powerful, thought-provoking book offering practicing marketers, retailers, businesses and the general reader an entertaining and highly readable forecast of the future of consumerism as well as trends and developments in the 21st century that will fundamentally change the way we live.
(China Daily 06/21/2010 page17)
