Consumer Trends and Values…Shifting

I found some time this past weekend to read more of ConsumerShift, the new book from Andy Hines, who is a lecturer at University of Houston's Graduate Program in Futures Studies, one of Innovaro's network partners, and someone I've had the pleasure to work with a lot over the years.

The book is a pleasure to read. It builds on some work done at Innovaro / Social Technologies which we called the New Dimensions of Consumer Life, but Andy takes it to a whole new level in the book. A couple specific reasons I think the book is worth picking up:

• It extends the values literature. Andy acknowledges and integrates ideas from thinkers like Inglehart, Beck, and others in building his case for the ConsumerShift. This means the book is built on a really solid foundation. At the same time, Andy pushes into new territory as he reinterprets and extends the analysis and focuses on what shifting consumer values mean for corporations and other organizations. Additionally, this isn't just a snapshot in time analysis...staying true to his futurist roots, Hines makes sure the book is solidly about the future of consumer values.
• Complex topic, but easy to read. I appreciate the way Andy made what can be a complex subject really accessible though plain language and examples. This is something we both had drilled into us early on, as we worked for pioneering futurist, Joe Coates. Bottom line: Even if you've never read anything on consumer values, you'll quickly find your footing and begin to understand key concepts and insights.
• Tools and application. Finally, and perhaps most importantly—Andy provides tools (need states, personas) which will allow business readers to apply the ideas of the ConsumerShift to better understand their customers and clients. Having worked alongside Andy on values-related projects in the past, this focus on application is no surprise. Andy really is one of the leader in the field of applied foresight and this new book is a great addition to the field’s knowledgebase.

Congrats, Andy, on a great piece of work.

~chris carbone