What's in it for 'We'?

Lowest cost is no longer good enough. She is a “practical purchaser”, blending moral principles with sound pragmatism. She employs blended values decisions that benefit her family, enhance her community, and serve causes that are meaningful to her.

Infused with the collaborative methodology of social media and the sharing economy, today’s homeowner has shifted her focus from ‘me’ to ‘we’. She has redefined the term ‘friend’ from someone who she spends time with weekends to someone (perhaps she’s never met) with whom she shares interests and values. She posts, tweets, blogs, and pins her own opinions and preferences with her friends, and she depends on these ‘friends’ for expert advice about products, places, solutions, and other key decision drivers.

Today’s consumer is striving for simplicity and meaning. She spends her precious time and money on experiences rather than stuff. Interestingly, she doesn’t always want ownership—she prefers access—so she shares products from cars to clothing.

She is wary of traditional marketing messages. She reads labels, looks for certifications, and questions the authenticity of claims. She actively participates in the creation of her world.

So, with today’s consumer’s search for purpose, desire for authenticity, and cautious skepticism, what’s the best way for building professionals and manufacturers to get her attention? What’s the key to effectively communicating with a consumer that wants to make more out of less? And how can today’s brands scale authentically to add value rather than just more stuff?

The answer is in co-creation. If participation is the new consumption, then the smartest thing that the savvy company can do is to dissolve the veil that separates the organization from its customer. Invite her in and let her get to know you—share your best and worst news with her. She doesn’t need you to be perfect, but she does expect for you to be honest. Empower today’s consumer with collaboration, citizenship, and co-ownership, and she’ll become your biggest champion.

What do you think is the best way to communicate with today’s consumers? Write to me at sara@greenbuildermag.com or follow me on Twitter @SaraGBM.

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