Consumer freedom and conformity in twenty-first century luxury markets

Luxury

The Consumer

Describe briefly how the article views the role of the consumer in terms of freedom of choice in consumption situations. Is the article's view consistent with the traditional marketing ideal of consumers being independent agents with the full capacity for personal decisions?

This article views the consumer, at least the in-tune and savvy consumer as really having little freedom of choice in consumption. To "fit in" in society or in their area of society, they must consume the same things that others in their sector admire, from tennis shoes to automobiles and homes. The consumerism of the 21st century is all about fitting in and acceptance, rather than making a statement by being unique and different. Thus, consumers really have little choice - their choices are made for them by what is trendy in society, hence the proliferation of granite countertops, luxury SUVs, and huge houses that dominate the markets today. As the author states, "Because what you buy becomes more important than what you make, luxury is not a goal; for many it is a necessity" (Author).

Traditionally, marketing has been aimed at the idea of consumers as independent agents capable of making personal decisions, but this marketing mentality has altered as the buying trends of the 21st century have altered. Today's consumers act more en masse rather than as individuals, and so, marketing must show them why the "must" have the newest trendy items, or why they have to continue to need those items. Consumers still have personal choices, but they tend to shop for what is "hot" right now and making an item or service hot is what marketing is becoming.