Vinyl Records, Craft Beer, and Latent Needs

Emergent and marginal market trends have the potential to teach us something about more general socio-cultural developments which, in turn, may have far-reaching consequences for companies and consumers alike. However, such marginal phenomena are often dismissed as mere flukes not worthy of serious attention. Sometimes such dismissals are, in retrospect, arguably justifiable. In other cases, […]

The Big Question

A recently published report by, among others, researchers at Aalto University and Sitra points to the need for drastic changes in our consumption patterns if we want to meet the 1.5-degree target of the Paris Agreement. The study highlights the magnitude of the required change, calculating a required reduction in greenhouse gas emissions of 86-93% […]

Are you a member?

Imagine a time when there were no loyalty programs. Imagine also that you were the person who invented the first loyalty program. That is to say, you persuade customers to register by disclosing their names and contact information, and then you build something that captures their purchasing activities over time. As a reward for allowing […]