Consumption, values, and “do-gooding”

The Economist’s recent(ish) World in 2009 issue included a story about “no-nonsense brands” doing well in 2009, while those “priced for status are likely to suffer.”

This sounds in-line with much of the trend-pontification about the new-and-improved “values” of the 2009 consumer.

But the piece also said this:

Any brand built around do-gooding notions of organic, social responsibility or caring for the environment may need to rethinking, according to Interbrand, a marketing consultancy, as value for money rises up the consumers’ agenda.

Now, I don’t know what exactly Interbrand said. (Couldn’t find anything on their site about it.)

But if this assertion turns out to be correct, I wonder how it squares with the idea of “values.”

My thoughts on the “new thrift” are in this earlier Consumed. My thoughts on the limits of do-gooding sales pitches can be found in the final section of Buying In.