Tom Fishburne, the Brand Camp talent who I have long admired for his ability to express stories through vignettes, has just come up with an interesting concept - eco cheap is the new eco chic.
He does make a very good observation overall - how people often tend to want to one-up one another. Brands do, too. That is good.
Especially since right now, as Fishburne says, it will be even more important for brands to make sure they are meaningful.
To be meaningful, brands will need to really reconnect with their story - what makes them different, a choice, a destination. The narrative and interactions will need to be real and true. How about the vehicles brands choose to communicate and interact with their customers? We are becoming more sophisticated in drawing a direct line between lavish ad spend with no return on involvement - the brand's involvement.
This is a conversation about values, not the bottom line - we have not yet hit bottom, I think.
It's not only about consuming less, it's about consuming responsibly and in a way that aligns with our beliefs. This takes brand loyalty to a whole new level.