Estamos entrando en la época, afianzándola, en la que los consumidores tienen que sentirse "protegidos" de toda clase de peligros externos. Desde el abstracto espectro (parece redundancia pero no) del terrorismo, pasando por una obsesión errática por la salud, hasta la idea del fin del mundo.
Los pensamientos milenaristas han regido el curso de los pueblos durante siglos. La espada damocliana y la del absurdo penden sobre nosotros.
Nos obligan casi a celebrar incomprensibles revoluciones, aceptables independencias;pero con la otra mano nos jalonean de la cadena. ¿Qué significará ser libres en el siglo XXI, este que vivimos y que no comenzamos a tratar de entender?
-intro de ggt.
Consumers today are concerned about surviving a range of different ‘onslaughts’ today: the financial crisis, effects of global warming, 2012, global illness, daily stress or extreme weather. They are increasingly drawn to products and services they believe will protect them – or that evoke protection
But the trend is a step forward from previous Fear-based trends. It is an active trend. Consumers today have lost faith in the ability of the establishment or technology to protect them. Trust levels for governments and brands alike are at an all time low. Today individuals know they need to protect themselves.
The Protect & Survive* trend is about being strong, taking back control, making do with what you have around you, and bonding with family, friends and neighbours over common threats.
This socio-economic consumer trend is manifesting itself in several different style trends.
* Protect & Survive was a series of information films produced by the British government in the early 1980s to help Britons survive a potential nuclear war
