Changing Consumers: Rethinking Your Strategy

Chris McDonald
BDH/TBWA


Change is emotive. As human beings, we like certainty. Our whole way of thinking is built around the need for fundamental truths concepts that explain the way things are be it Newton's law of gravity, Einstein's theory of relativity, or the whole idea of religion.

So it is not surprising that, when it comes to discussion about change, it is difficult to be truly objective. We tend to fall into two camps: those who feel comfortable with the way things were, and those who feel certain in their belief of how things will be.

When you are in the middle of a period of rapid change, it is often difficult to appreciate the significance of those changes until you can reflect on them from a safe distance.

How much change?