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Humanising Brands for Conscious Consumerism

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The Integral Method and the New Conscious Consumerism

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Usually we learn a subject, and then attempt to adapt it to ordinary life. With the integral method, ordinary life has to conform to what we learn, which is a fundamental, qualitative change.

How did consumerism work in the past? We tried developing ourselves through advertising, to create a new desire in the consumer. But this approach is no longer working because it doesn’t touch our core desires. The consumer has a new desire, but it’s not yet clear or understandable to them. On the one hand, consumers cannot enjoy the old consumerism, but on the other, they have not yet reached the new consumerism.

As organizations learn the integral method to creating and selling, they will also need to learn how to educate the consumer to consume new things, and enjoy new products. The consumer enjoys what the creator enjoys, the creator enjoys what the consumer enjoys. We are together in the process. It’s a two-way street.

We are seeing organizations that are already moving towards this by showing the consumer the process of production: where materials come from, how they care for the consumer, and how they are seeking to create more enjoyment, as they produce healthier, more comfortable things for the consumer that are also good for the environment. There is still a lack of participation, but the approach is already beginning.

Yet brands will have to go one step further in the system of creation and consumption, so that consumers will feel the genuine concern at every stage, and feel that the creators are with them at every stage. Not that they simply sell us things and we don't even know where they came from, but that we are really in this together. There has to be this back and forth interaction to create new consumption habits.

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