Today I spent some time answering a thoughtful survey by BCG authors Michael Silverstein and Kate Sayre. I say “thoughtful” because, in spite of the odd question or two about your cooking skills, it moves beyond the traditional questions on respondents’ consumption preferences and patterns and tries to link women’s behaviors as consumers to their values, beliefs and priorities in life. If you want to spend some time thinking about your own (and you are, indeed, a woman), find the survey here:
The survey aims at reaching 25,000 women worldwide and its findings will form the basis for a book on the needs of women. Somewhat pompously, the authors “believe this original work will contribute to a better world and enable a new conversation around hope and happiness”. This may be a bit of a lofty goal. Silverstein has co-authored two well-respected books about emerging consumer patterns, Trading Up: The New American Luxury (2003) and Treasure Hunt: Inside the Mind of the New Consumer (2006).
Somehow I think that a better world does not necessarily have much to do with whether the products we buy are designed for our hope and happiness. For a truly better world, we need a different kind of societal change. More about that in my next post.