The hope of Black Friday for stores is for a larger than usual consumer base to funnel money back into the system, motivated by the natural instinct for discounts and saving money. Though lately there has been a troubling trend, a dwindling consumer base is partaking in this event.
The modern consumer is spending their money less and less and year after year expenditures have and are decreasing on the event markers (black Friday, holiday shopping, etc) that we are supposed to expect a surge. This is a problem, but believe it or not the culprit isn’t the usual suspect, the problem is marketing.
The people who are to blame are the marketers and advertisers who color our lives, they have failed, they have failed and we are worse off for it. Marketing is supposed to imbue in the consumer the perception that everything is right, because it is.
The consumer is supposed to believe that everything is on the up and up, because it is. Everything boils down to a perception of value and value is a creation. Get the consensus to agree on what is value and there you have it. Marketing and marketers nurture this thing called value and when they fail, we get a breakdown in our belief systems (to shop).
Marketing affects every aspect of the consumer’s life and when the wrong message is sent out the result can be a stagnant, wayward economy, such as we have today. The stock market is at record highs, staple companies are making record profits, but the story, the heart, and the sizzle is absent, the middle class isn’t being conditioned as we once were.
Why has marketing failed?
During the bubble decade, the key conditioner, i.e.; the Television, had a happier disposition. Shows, sitcoms, and television in general had this upbeat affair to it. Today, shows have a sadder and rougher course. Highly popular shows like ‘Two broke girls’ and ‘New Girl” posses a subtext that things aren’t all that great.
The show New Girl, has four 30-somethings crowded into an apartment, in a homage to the ‘failure to launch’ syndrome. Another show, 2 broke girls, tell of the same sad state of affairs. These two shows were produced through a marketing framework targeting various core segments of the consumer base. On a sub-conscious level, and even a conscious level the viewing consumer takes away something less conducive to a dynamic economy.
The Walking Dead, another highly popular show built on a marketing framework, implies that something is terribly wrong with things (so hold back). The classical tools of conditioning are creating in the consumer the wrong set of beliefs. This, the failure for marketing to condition to the economy we want, is the cause of economic problems today.