The goods and services mostly likely to be chosen by wise consumers tend to fall into into three categories:
- Environmentally Conscious
- Cost Efficient
- Increase quality of life
The definition of a wise consumer that was given in the article encompasses these categories: “a good decision- maker who effectively balances heart and mind, is concerned as much with the future as with the present, and considers others’ needs as well as their own.” Wise consumers are likely to purchase well made items, which while they may be more expensive up front, tend to save money in the long run. Many of the informants in the article touched upon their relationship with others and with the environment as an influence on consumer behavior. These consumers are more likely to ask themselves if a potential purchase “sparks joy” when buying. These consumers are not likely to buy cheaply made or “fad” items, rather thinking specifically about the potential uses they can get out of something.
Many wise consumers also place an emphasis on travel. Travel is an interesting thing to focus on, because while travel significantly increases quality of life and exposes you to new experiences, it has a negative effect on the environment. Of the consumers that prioritized travel and environmentalism, none of them mentioned purchasing offsets or something similar. I wonder if these consumers feel a cognitive dissonance between these different values.
There are many design principles that obviously are valued by the wise consumer, durability being high on the list. But I noticed that few informants focused on ethically made products, or products with a social mission. This stood out to me because personally, I often shop ethically made or fair trade products. For example, I regularly purchase clothes from Elegantees, a company that employs women who have been rescued from and are at risk of sex trafficking in Nepal. Along with the more obvious design principles of durability and sustainability, I think a key design principle needs to be a social mission that consumers can connect with.