It’s not about the money any more

21 January 2008 at 7:04 pm Leave a comment


Brian Chien writes:

In an article for the latest edition of the Royal Mail’s Contact magazine, we looked at how modern consumer currencies go way beyond money. Sparked by some recent examples of free marketing in the television and music sectors, including Radiohead’s latest album (initially, but no longer downloadable at the price the user chose to pay), we noted that even when such transactions don’t involve cash they still take both time and energy . Consumers understand that there’s no such thing as “free” marketing, so how should worth be measured?

We tested this against our database of attitudes on five user “currencies” – Information, Time, Energy, Money, and Space (ITEMS) – and found that 38% of UK consumers rated Time as the most valuable of the five currencies, while 30% believed Energy to be most precious. Which prompts a question: how much do marketers know about how their consumers juggle between currencies?

Entry filed under: economics, marketing.

The attitude-behaviour gap on debt Cultural values, design, and global production

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The Futures Company blog

The Futures Company was created through the merger of Henley Centre HeadlightVision and Yankelovich in 2008. This is the blog of the new company - but the former posts from the former Henley Centre Headlightvision blog still can be found here.

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