We can just identify it by different means

Consumer behaviour deviant from the usual arouse interest among marketing professionals. For the simple reason that they are not marginal that could be imagined at first and that their influence is likely to grow in the coming years.

At the forefront of the emerging behaviours include "alterconsommateurs", Fed speeches anti-globalization, even if they are not necessarily part of these movements. "They prefer to reserve money in activities of interest to them rather than to the purchase of stamped products." "They do purchase step of marks but objects and services companies, which means that marketing should not be too separated from the"corporate", contrary to what is happening in a number of groups", notes Eric Fouquier, CEO of Thema, Office studies and marketing strategies. He estimated that, even if the boycott is not a French tradition, the crises to the mistrust of consumers will cost more in more expensive business.

Contrary to received ideas, these individuals do to recruit not only among young people, but also in the 30 to 55 years, cultured and affluent. In addition, they live not only in major cities.

Understanding target

Delineate precisely this part of the population is still difficult. We can just identify it by different means. According to the Research Centre for the study and observation of living conditions (Crédoc), 20 of French are safe to accept an extra cost of 5 for products meet a commitment to corporate citizenship. Institute for studies in Datamonitor assesses, for its part, to more than 14 million the number of Europeans who review their way of life, including their level of consumption, more or less drastically. "It must further take into account these"alterconsommateurs"," believes the head of Thema. But they are not in the conventional panels and do not volunteer to participate in group meetings. It must encourage them to come and showing them that it is a way to argue their point of view.

Would know better be a first step before a tailored offer them. According to the expert, the sectors most sensitive to this speech recruit among the manufacturers of maintenance, which "are among the most vulnerable and seek levers to differentiate", as well as in banks or automakers. In this family of somewhat different consumers, a rather snobbish and marginal a fringe appeared: the "no - our" the name derived from the book by Naomi Klein, "No Logo" who refuse to become overt standard-bearers of marks. To adapt to their desires is more difficult than with the "bo - bos" or Bohemian bourgeois, their predecessors in classifications so dear to the heart of the marketing men. They like nothing so much that the sale in apartment and not in conventional shops, are not portable, prefer the clothing label discrete, or even blank of any entry, such as those of the designer Martin Margiela.

"Anti-marque boom".

At the opposite end of the spectrum are the mad consumption and logos. The category recruited widely in Asia. "In the Japan groups, it happened to me to hear also astonishing assertions that: without my bag Vuitton, I cannot go out of school because I would not be accepted by the other mothers and my daughter would suffer", said Eric Fouquier. In Europe, the phenomenon is much less supported. Shopping enthusiasts often keep a certain distance from their behaviour.

Do not generalize. Even in the Japan, the rebellion monte. "A luxury antimarque boom is taking place, especially among the generations who want to be displayed in opposition to the style of their parents," wrote the company Expertsconsulting in its latest monthly review "Paradoxes". It cites a study commissioned by the sign season showing that 46 of the Japanese believe that foreign brands are popular in the country of the rising sun because they manipulate consumers!

Another interesting to observe phenomenon: structures, who want to protest, are considering the launch of their own products as alternative to major brands. Their place of action, the sport shoe does not chance, Nike listed at the top of the most iconic brands of globalization. Adbusters, Canadian organization antipublicité and editor of a magazine, is launching the "blackSpot sneaker", the "first shoe anti-marque", and offered for the occasion a page advertisement in the "New York Times". Before starting production, she sought 5,000 précommandes, a number already exceeded according to its website, and has more than 500 points of sale.