L&D 2020: Shaping change in learning

Society

Consumer society

Continuing the trend of the 1980s and 1990s, purchasing decisions have become increasingly complex – whether a cup of coffee or a pack of plasters. Web purchasing is only adding to the array of possibilities and people regularly tap their online global social networks to give personal recommendations. Consumer choice sites are trying to help by recommending products, but since these sites have also grown in number, they are only exacerbating the problem.

Many older people say they find the amount of choice bewildering, but are learning to use intelligent online search agents to help. Time-poor consumers can feel the stress of choice and online shopping malls commonly provide personal shoppers to steer a way through the buying maze. But techno-savvy youngsters, with their always-on lifestyle, revel in the amount of choice.

Smart manufacturers have recognised the potential from ‘Boomerising’ their products. Teen-targeted products at the turn of the century, such as the iPod, are being re-designed with older users in mind. Speech recognition software is also helping older people access the web’s product chat forums to seek products fitting their needs.

The late 1990s saw the first wave of ‘amateur experts’ providing user generated content – in wikis, blogs and YouTube. But the pendulum has swung away from amateur wiki content with sites such as Citizendium (http://en.citizendium.org), started in 2006, with its stricter editorial policy.

Young people are continuing to become publishers, film makers, artists and song creators. These entrepreneurial producers are blossoming and have become a serious threat to big business. By comparison, these individuals have non-existent overheads, speed and closer links with their consumers.

Ethical consumerism has gathered pace in the wake of reports on climate change, unethical business practices and financial scandals. More companies today are copying Dole Organic (http://www.doleorganic.com/) which has been allowing consumers to track produce transparently through their supply chain since the early 21st century.

Self-production has become a trend, started originally by allotment owners. Baby Boomers, in particular with time on their hands, are creating community production units ranging from vegetables to clothing. Homemade clothing, once a mark of the poor, has become cool – and clearly states your green credentials. This trend has not yet affected the developing world, but there are fears it might.

Personal carbon trading has become popular and consumers are much better informed about what it means to be greener. However, the developing world has become concerned at the reduction of ‘food miles’ for example, which has affected its produce exports when consumers have switched to locally grown vegetables.

Ethical consumerism has risen from the bottom of the business priority pile to the top following several large global warming rallies. This issue has once again come into sharp focus following massive flooding last year (July, 2019) with thousands made homeless in East Anglia.

1. http://www.outsights.co.uk/ See: Outsights on the Consumer, J. Mosmuller, 2007

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