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Consumed: Rethinking Business in the Era of Mindful Spending Hardcover – July 6, 2010


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Consumed: Rethinking Business in the Era of Mindful Spending + Good for Business: The Rise of the Conscious Corporation
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Product Details

  • Hardcover: 256 pages
  • Publisher: Palgrave Macmillan Trade (July 6, 2010)
  • Language: English
  • ISBN-10: 023010178X
  • ISBN-13: 978-0230101784
  • Product Dimensions: 9.4 x 6.7 x 0.8 inches
  • Shipping Weight: 15.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Best Sellers Rank: #1,845,329 in Books (See Top 100 in Books)

Editorial Reviews

Review

“The authors apply their marketing savvy and research to forecast the implications of ‘consumers’ growing discontentment’ with lives based on debt-funded extravagance. . . Examining recent trends exacerbated by the economic crisis, they illustrate consumers’ increasing satisfactions through saving and simplifying that can soothe financial and ecological worries.  They offer marketers four guiding paradigms to attract ‘burned-out consumers' gratifications through ‘Embracing Substance,’ ‘Rightsizing,’ ‘Growing Up,’ and ‘Purposeful Pleasure.’ Summing Up: Recommended.  Practitioner and professional collections.” -- CHOICE

“The consumer mind-set is undergoing a radical change: People are getting serious about making smarter, more mindful choices and are looking for companies that give them what they want. Consumed acts as a navigational aid, empowering business leaders to anticipate and meet these newly emerging needs.” —Becky Saeger, Executive Vice President and Chief Marketing Officer, Charles Schwab Corporation

“A permanent shift has taken place among consumers. They are far more engaged in every aspect of marketing and manufacturing, and brand that want to win and retain their loyalty will need to listen better, react faster, and be more nimble in everything they do. This book offers a fresh and vital perspective on those actions that will be most essential to future growth.”—Christian McMahan, Chief Marketing Officer, Heineken USA

“The world is changing rapidly, and the brands that will thrive are those most willing to lead that change. In Consumed, Andrew Benett and Ann O’Reilly offer insight and guidance about how best to communicate with and build relationships with today’s more thoughtful consumer. It is essential reading for anyone seeking to win the in the post-recession marketplace.”—Mike O’Driscoll, Managing Director, Jaguar Cars

“This is an important book for executives because the world is clearly changing.  Business leaders need to understand the trends highlighted in Consumed and think deeply about the implications for their brand.”--Tim Calkins, Clincal Professor of Marketing, Kellogg School of Management and author of Breakthrough Marketing Plans

Praise for Good for Business:
 
“In the emerging world of extreme transparency, customers and employees will trust companies that are truly making a difference in their lives. Being good will trump looking good. This book clearly outlines winning brand values and the behaviors that lead to that most precious bond: trust.”--Stephen Quinn, Executive Vice President and Chief Marketing Officer, Wal-Mart

“With their ‘Four Cornerstones of the Conscious Corporation’ framework, the authors have laid out a clear and compelling vision of a new, more effective way of doing business. Corporate leaders who hope to own the future will heed their advice.”--Justin B. Smith, President, The Atlantic

Good for Business is an excellent guide that shows how transparency and engagement can positively impact a company’s reputation. Readers can immediately employ the lessons revealed in the book.”--Steve Fludder, Vice President, ecomagination, GE

Good for Business blazes a trail for corporate executives who want to succeed in the new economy. The authors offer a big-picture vision about the need for a more holistic and “humanized” view of the corporation, and they provide specific suggestions on how to adapt to a world of empowered consumers, heightened transparency, and changed requirements for leaders. A must read for everyone in the C-suite and all who aspire to get there!”--Dan Esty, Yale University and author of Green to Gold

About the Author

Andrew Benett is Global CEO of marketing communications agency Arnold Worldwide and Global Chief Strategy Officer of Havas Worldwide. His career in marketing spans nearly two decades and includes hands-on experience in almost every marketing discipline and across multiple product and service categories. His unique perspective benefits from his experiences working on the client side, in consulting, and for global communications agencies. In 2009, Andrew was named to Crain’s New York Business’s “40 Under 40.” Outside of work, Andrew sits on the Board of Directors of The Make-A-Wish Foundation International. He is married and has two sons. In 2009, he co-authored Good for Business.

Ann O’Reilly is a strategic planner and content director of Euro RSCG Worldwide’s Knowledge Exchange, in which capacity she is responsible for developing and managing the global network’s proprietary research. She has more than twenty years’ experience in marketing and publishing, and is co-author of Good for Business, The Future of Men, and Buzz: Harness the Power of Influence and Create Demand, among other books.


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Customer Reviews

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1 of 1 people found the following review helpful By Jim Estill on July 12, 2010
Format: Hardcover
The thesis put forward is people will slow consumption based partly on a tight economy and based partly on a backlash to over-consumption. People are getting sick of being marketed and sold. Consumption is also a huge source of dissatisfaction.

So if the world becomes non-consumers (and I really do not think it will although a part of me hopes it pulls back a bit), how do companies thrive? This is what the book attempts to explain. The authors are not trying to pass judgment on if it should happen.

So what do companies do as we become non-consumers? I would have to type the whole book but some things(these are in my words - not theirs so there is some interpretation):

1 - reconsider what value really is for the consumer. Then sell to that.
2 - recognize the non-consumer trend and develop products that cater to that (EG smaller, thriftier, less waste)
3 - Work at connecting with customers.
4 - be genuine and real. People see through gloss.

Great quotes from the book:

"It is the preoccupation with possessions, more than anything else, that prevents us from living freely and nobly" - British Philosopher Bertrand Russell

"People will buy anything that is one to a customer" Sinclair Lewis

The book was thought provoking - therefore it was good.
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1 of 1 people found the following review helpful By Eric Robertson on July 6, 2010
Format: Hardcover
This book not only gives a fantastic historical account about how our culture has become obsessed with material things, it also predicts how the changes happening today, like the green and local movements, will shape the next chapter of consumerism. I thought it was nicely crafted and provided some great insights into both consumers and brands.
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Format: Kindle Edition Verified Purchase
buying online is so fast. the product is as descriped. i gonna buy frm this seller again if i need reference books.
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Format: Hardcover Verified Purchase
Amazingly written with updated facts and examples. Offers businesses and consumers all upcoming changes society will go through towards a more responsible and simple world! It has definitely changed the way I see products and businesses!
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Format: Hardcover
I found this book helpful to really understand the mind of the consumer due to the current recession. Benett and O'Reilly are very knowledgeable and I enjoyed the various research and statistics that accompanied their findings. It was interesting to see that people's ideals, not just their spending habits changed because of the economic downturn. The authors' strategies for how to tackle consumerism are informative and invaluable because this consumer mind-set will be around for a long time.
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