The latest economic downturn is giving us plenty of business losers, as well as a few winners. It’s the winners that have been catching my eye recently. McDonalds is doing well. Hersheys too. Netflix and Nintendo. Hamburgers, chocolate, movies, and video games. Things we consume, that we experience – not manufactured goods, not services, but activities that mix goods and services together in ways that promote demand, a desire to return and do or have or experience it again.
Let’s take a more mixed example. Mattel the toy company. Its popular 99 cent Hot Wheel toy cars weren’t so popular last year. But American Girl, dolls built around an experience and an identity, is doing well. John Sherry, the anthropologist who heads up Notre Dame’s Marketing department, recently wrote, “The staging ground for the brand’s performance and enactment, American Girl Place, has become a commercial Mecca, a secular pilgrimage site to which female believers throng.”
In my recent piece on what one day at Kotaku the gaming site shows us about our modern world, I wrote:
On this particular day, January 12th, a range of pieces captured why the video game phenomenon has so much to tell us about our modern obsessions, from sex to shopping, drugs to drinking. These eight stories show us the powerful convergence of people looking for fun and industries looking for profit. From pleasure to despair, this convergence is the story of our post-modern lives. It’s not commodities anymore, it’s activities.
We are seeing the emergence of a new type of economy amidst a new type of globalization, and it’s going to produce its own winners and losers, both on the economic side and on the people side.
Want to know how the world is changing? Just look at this Coke avatar ad from the Super Bowl, where the online world meets the iconic brand. It gives us a walk through a modern urban life and ends with romantic tension. Coke is right there in the middle of our enjoyments and our desires, and its enhanced sweetness and pitch-perfect iconic value part-and-parcel of how we live now.
Last April in Cellphones Save the World, I wrote the following: