Social Consumerism or Sociomerism

What do you after you buy that uber cool laptop that you had been eyeing for sometime? Open the pack, admire the computer, switch it on, log in and explore?


Not really, you actually take a snap of the packaging,  upload it on the social networking sites and enjoy the admiration! The admiration will peak, your social chatter will make you feel good about your buy, and only then will you sit back and enjoy the laptop you bought.


In today’s expectation economy where the consumers want to buy the best, they want to boast about it first. This is what I call Sociomerism.


Sociomerism is bold new powerful driver of consumer choice. Infact what your social network will say about what you buy almost predisposes the consumers’ choice. In today’s hyper-connected world where social networks define rules of engagement in personal life, they are doing so in brand choices also.


While this is a relatively new phenomenon, some maven brands are catching upon this new trend.


The Coke honesty commercial is clearly an example of leveraging Sociomerism. As a consumer you are least likely to talk about Coke the brand and the liquid in glowing terms. Who will ever want to upload a picture consuming Coke? Who will ever hear good comments about your love for Coke? But when the same Coke honestly opens up and speak about sugar, obesity and possible ills of the brand, the world doesn’t snigger at them. The world stands up and applauds.

What coke has done is that It had made people talk about Coke the brand, the liquid and people’s love for the brand! This otherwise would not have happened.


So why would Sociomerism big and powerful as we move forward? Here are four possible reasons


  1. We live in a world of choice saturation. Buying new thing no longer gives the same joy and hearing applause on the choice
  2. Status is the differentiator humans seek. Brands are the equalizer, celebration of choosing the brand is the differentiator
  3. Consumerism is not a good word consumerism cannot be celebrated. Consumer movement is a different ball game. Sociomers will actively seek newer consumer movements to enhance their social status. They will force more and more brands to come out of closet and be Honest.
  4. Sociomers will seek more and more customizing options to drive online chatter. Till now buying was not really a two way street. Buying things did not generate conversations. Today Sociomers want buying to generate chatter. This makes them feel powerful.


The younger consumers who are wired differently drive the new experience economy. Merging experiences with ownership is something that comes naturally to them.


Brands now have to be ready to face them


Original article is published here:

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