Miruna Codeanu

Posts Tagged ‘consumerism’

Hey mass market company, adapt or die!

In espresso on August 21, 2015 at 7:15 am

Change. We’ve been living under the idea that change is more vital to our lives than ever. We were brought up in a society where change

source: Business Insider

source: Business Insider

seemed to happen at a faster pace than ever. I, personally, was brought up in a society that managed to move from an ex communist stuck in time state to a developing economy, member of the EU and NATO. Then, there was technology. During my generation’s lifetime, technology probably changed the most in the shortest period of time, shaping new habits and making humans adapt to the technologies they had built.

Adaptation. Adapting is essential. We’ve been constantly told that we have to learn to unlearn and then learn again. In other to survive we have to morph along with the changes. Read the rest of this entry »


Samsung vs Apple or Samsung plus Apple?

In Uncategorized on August 6, 2014 at 7:07 am

downloadSamsung and Apple have agreed to drop patent lawsuits outside the US. Both companies agreed to drop all litigation outside the US. The game is still on in the US. In the US Apple has two victories against Samsung, the case remaining still unresolved. In a heated argument, I once said “Yes, sure, when Apple and Samsung will be friends” and I found myself half amused thinking of an epic movie scene from Benigni’s movie “La Tigre e la neve”: “when I’ll see a tiger in the snow”. Samsung and Apple seemed to be at war.

The improbable happened. Apple and Samsung are making peace outside the US. Why outside the US, why not US included? Remember a few months ago when Apple asked that the products breaking its patent stop being commercialized in the US? Even if you don’t remember, they did. Which meant Samsung’s smartphones will be not sold in the US. Which would leave Apple without competition in the US.  However, with all the huge marketing efforts Samsung put in the US, let me express my doubts they will give up the American market. They will not. Last year, Samsung unofficially spent $882 million while Apple spent $662 million, according to Adage.  Read the rest of this entry »

P&G for sell, the death of consumerism?

In Uncategorized on August 5, 2014 at 11:57 am

P1-BQ890_PROCTE_D_20140801180604The multinational corporation P&G said it will be selling to their nonperforming brands. P&G sales dropped by 1% in the last trimester.  P&G will thus focus on its 70-80 core brands which account for more 95% of the profit over the past three years.  P&G holds brands in the following sectors: beauty, baby, feminine and family care, fabric and home care, health and grooming. I’m 90% sure there’s a P&G product at most 10 m away from you. It won’t be those familiar brands they will sell, they will probably sell brands you haven’t heard of, brands you weren’t aware they belonged to P&G.

While everybody is trying to predict which brands will leave P&G’s portfolio, I’d like to know why. P&G says that the reason behind this is that they’re trying to perform better as a smaller company and also because of their 1% fall. Ok, I’m not buying the 1% explanation. No one sells a brand because their sales dropped by 1%  one trimester. Supposedly, that brand appeared due to the faith in its future. Sure, the drop makes it a problem for P&G shares. Also, a P&G spokesman mentioned something about P&G being easier to manage as a smaller company. It seems absurd. The world as we know has proved the corporation to be successful. Yes, but the times are changing and that is increasingly obvious. Who will buy P&G’s companies? Will the corporation make it into the future? Read the rest of this entry »

Commitment is on its way to being cool

In espresso on February 25, 2014 at 7:18 am


I’ve said it almost a year ago and I still believe it : “Feeling sell!” will become more and more like “sex sells”. There was proof of this happening to be seen in advertising. Now, it seems, people are on the verge of being aware of it and building theories around it. I see more and more preoccupation for the matter. Here’s a video launched by The Austin Institute on the economics of sex. Quite pertinent:


Read the rest of this entry »

What age do we live in?

In cappuccino, espresso on October 29, 2013 at 9:49 am

True, most ages aren’t self aware. It’s the present view on history that defines them. However, we’ve been quite confused in the last few years. We call it change and can’t define it. The world has been changing, fast, which doesn’t necessarily mean the whole world has the same pace.

Consumerism. We keep talking about it. We keep defining it and redefining it. It is that historical age dominated by mass consumption. Truth be told, we’ve been wondering for a while now if this is still the historical age we live in? It was and it will for a while as transitions are gradual, but consumerism as we know it is dying. We’ve been witnessing transition from consumerism to … something else and we’ve been calling it post consumerism. It can be identified through concept such as slow living, green consumption, etc. It doesn’t mean consumption will end here. The goods we’ll consume and the manner in which we consume we’ll be different. Read the rest of this entry »

Being rational about millennials

In Uncategorized on August 14, 2013 at 8:06 am

Millennials as an audience, millennials as a target, millennials as social media users, bla bla bla. Millennials bla bla bla bla millennials. Millennials, what’s the thing about them? Why are they any different from any previous generation. Their “being different” isn’t more different than the way hippies were different.

It is generally acknowledged that the first millennials were born in 1983. Millennials aren’t social media users. Millennials are the social media. They didn’t adapt to it, they grew up with it. Zuckerberg is a millennial. Millennials grew up online and that has implications.

There is a widespread opinion that millennials are like something you haven’t seen before. Well, there were no cellphones before 1983, right? Because some smart guys had to invent some things before the cell phone existed. La meme chose for the milleninnials. Millennials needed generation X in order to exist, which needed a previous generation and so on from the beginning of time. For information regarding “the hen or the egg” please visit another blog more concerned with the matter. Millennials are different like any generation before them different. Like our grand-grand parents our outraged by Elvis’ hip dance and bare arms. As the human kind went pretty naked before them and nudism isn’t yet legal in public, there were was any further nudity to approach. Read the rest of this entry »

Coke and alike, the latest devil?

In espresso on May 13, 2013 at 6:12 am

It was probably mid to  late 90’s when the demonization  of cigarettes begun. Back at the beginning of fordism and consumerism adverts for cigarettes looked like this:

and most shockingly (to the 2013 man) like this:

Read the rest of this entry »

China, Apple and PR

In espresso on March 25, 2013 at 7:00 am

China is  the world’s fastest growing economy, a communist country transitioning to capitalism, or it is somewhat internationally agreed. China still holds the instruments of a communist country and mostly controls the public speech, which means China can at any time start a PR war on the consumption of imported goods. China may have realized that it has a giant weapon in its hands: the worlds largest consumer population and control over it. The control China holds over its population may not be only through restrictive methods but also PR even it’s made through the state controlled mass media.

Forbes tells the story of a possible war between Apple and China. Summary: more than 20,000 college students applied for high interest loans. The students were buying fancy electronics, especially from Apple. So, China started attacking Apple on its warranty policies, shorter in China than in other countries, China claims. This happened not only on the national television but also on Weibo (China’s twitter like service) where Apple had 50.000 mentions, mostly negative. Forbes writes this seems a part of a long run campaign against foreign brands. Volkswagen also being mentioned. Read the rest of this entry »

China and “made in China”

In Uncategorized on March 21, 2013 at 6:19 am

China is probably the world’s second largest economy for the time being or so it was reported for 2012. Will it become the world leading economy? It has the potential.

China is known as a big manufacturer but not as a great consumer but it a huge potential for consumption. Almost all the big companies are targeting China. Apple announced to base its growth for 2013 on China. Cosmetic giant companies are opening plants in China. All the main players of the industries in the world are and will be targeting the Chinese marketing for its potential. Problem is, China has its own local brands, well, that aren’t actually brands as they didn’t really invest in branding or marketing of any sort.

Some first branding steps for Chinese manufacturers were made by Huawei as discussed in a previous post but will China invest in a “buy Chinese” campaign. Read the rest of this entry »

The American brand is now “made in China” and what that means for the rest of the world

In Uncategorized on January 16, 2013 at 8:40 am

It was 2004 when a documentary a la maniere de Michael Moore appeared: The End of Suburbia . It is now available on Youtube:

I watched the movie in 2006, two years before the 2008 crisis was officially announced.  I’ll sum it up for you: the American economy is based on massive and constant expansion of consumption. The movie concentrates on oil and the theory that oil is an exhaustible resource. Truth is that the movie, by underlining existing problems in the American economy, was basically announcing the 2008 crisis.

The American economy is based on constant expansion of consumption. Yes, nothing abnormal about that, that is the ground base for all consumerist societies. Tremendous expanding rates of consumption mean growth for a country as long as the workforce within the country can provide enough income to buy back what it produces. When it fails doing so, the system collapses. And it did. The American suburbia was the result of the support given to consumption and became a symbol for the American dream, the American lifestyle. Read the rest of this entry »