Todays consumer habits suggest they no longer just consumes. In fact we should no longer call them consumers. Here’s why.
First of all lets revisit the word “consume”. Originated some where between 1350-1400 and has the following meanings:
- to destroy or expend by use; use up.
- to eat or drink up; devour.
- to destroy, as by decomposition or burning
- to spend (money, time, etc.) wastefully.
- to absorb; engross: consumed with curiosity.
- to undergo destruction; waste away.
- to use or use up consumer goods
You see my point. Does this describe todays consumer habits? Do we really just absorb, use, spend and purchase goods? Not at all. We do so much more before “consuming”.Todays consumer has totally changed. They are savvy and have a voice.
I would like to propose an alternate name. The Comsumer!
The name replaces “Con” with “Com” highlighting the importance and characteristics of the 8 com-habits that I would like to propose.
Todays Consumer Habits = The 8 Habits of The COMsumer.
1. They are .Com savvy. A comsumer is internet savvy; they know how to research and leverage the social web to their advantage.
2. They Communicate. A comsumer values communication and expects to have a conversation.
3. They want to Comprehend. A comsumer wants to understand what an organization and their brand stands for. They want to understand information they are receiving and will go to great lengths to ensure that they are understood.
4. They are Community-driven. A comsumer values their network and community. They will seek and trust information and recommendations from their networks or community.
5. They Compare. A comsumer will do their homework on products, services and organizations. They value information and will conduct the comparative analysis prior to “consuming” a service or product.
6. They Compose. A comsumer will collaborate and/or create options when others are not satisfactory or does not exist. They want options and when none is available they will compose them.
7. They Command. Comsumers are empowered and command authenticity, transparency and straight-talk. They also want to be involved in the marketplace. As a result, they are driving change in the market in all sectors.
8. They Commit. When the above 7 habits are demonstrated, the comsumer is not only committed to their market, they are also committed to the brand that embrace these habits in the form of loyalty.
I think these habits more accurately reflects today’s consumers. So are you a Comsumer?