Autor: Jörg Hoewner
Darin wird „Customer made“ definiert als:
„The phenomenon of corporations creating goods, services and experiences in close cooperation with experienced and creative consumers, tapping into their intellectual capital, and in exchange giving them a direct say in (and rewarding them for) what actually gets produced, manufactured, developed, designed, serviced, or processed.“
Gezeigt werden Beispiele aus dem Bereich DIY-Werbung, Produktentwicklung, Kommunikation und Vertrieb.
Die Frage, warum Kunden so etwas tun sollten (also, Energie aufzuwenden, eigentlich den Job anderer, gut bezahlter Menschen zu machen), beantworten die Trendforscher so:
- „Status: people love to be seen, love to show off their creative skills and thinking.
- Bespoke lifestyle: something consumers have been personally involved in should guarantee goods, services and experiences that are tailored to their needs.
- Cold hard cash: getting a well deserved reward or even a profit cut for helping a company develop The Next Big Thing is irresistible.
- Employment: in an almost ironic twist, CUSTOMER-MADE is turning out to be a great vehicle for finding employment, as it helps companies recruit their next in-house designer, guerrilla advertising agency or brilliant strategist.
- Fun and involvement: there’s pleasure and satisfaction to be derived from making and creating, especially if co-creating with brands one loves, likes or at least feels empathy for?“
Gut finde ich diesen Absatz so ziemlich am Ende des Dokuments:
„Bloggers, journalists, editors: Feel free to publish part or all of these trends at your convenience. As long as you properly name, credit and link the source, www.trendwatching.com, we’re happy.“