No matter who you are, where you live, or how much money you make, there are common things we tend to do when it comes to buying products. Marketing 101 tells us that these decisions are based on logical touchpoints like price, familiarity, ease of use, brand experiences, and the like. But then you add the emotional flavoring packet of how we feel when we use it, reaction to the colors, influence from friends, to name a few. The melding of logic and emotions is so interwoven and subconscious during the buying process that it’s nearly impossible to pull the two apart. Our brains on brands can be quite the conundrum, and, frankly sometimes make no sense. Take three diametrically opposed buying behaviors that many of us engage in regularly, whether at the Big Box retailer, the local store, or that online site.
Buying from brands we hate: For me (and millions of others), Comcast is No. 1 when it comes to brand loathing. Unsurprisingly it’s honored on the 10 most hated companies in America list. The majority of the top 10 are popular and profitable, including McDonald’s and Wal-Mart. Ironic or par for the course? For me, I’m a hater of Comcast’s horrible customer service, erratic connection, and dominance on an industry, yet I still pay that hefty “Triple Play” bill each month. Admittedly, part of the reason is that I am too lazy to find other resources for my internet, cable, and landline (yep—I still got one), many of which are equally unappetizing. In a nutshell, I stay with crappy Comcast because it’s the path of least resistance, and shamefully that trumps everything else sometimes.
Supporting small brands that went corporate: One of my favorite “natural” products is Burt Bee’s Coconut Foot Creme. I love that undisturbed-coconut-y aroma. For years I thought my purchase was going to a small, organic company in some cute Vermont town, which made me love it even more. It turns out I’ve been supporting Clorox’s corporate coffers since 2007—that’s quite a different smell. But Kashi, Honest Tea, and many other “small” brands have also gone big. Large corporations will chase the organic, sustainable money on its unstoppable upward trajectory—they obviously want a cut of that action. The recent purchase of Amy’s Organic to General Mills reminded me of the grieving process I went through with Burt’s Bees: denial, anger, depression, bargaining, and acceptance. I tend to get stuck at the bargaining stage: I don’t like the fact that my David is now a Goliath, but I am willing to forgo my values for their awesome macaroni and cheese. Sadly, case closed.
Going with brands that are against our values: This can be the most difficult one. Even if you’re not a scrapbooker or DIY type, you’ve probably heard of the recent Hobby Lobby’s Supreme Court case: It fought and won against covering birth control pills for employees under ObamaCare, claiming it went against their values. If Michaels and Hobby Lobby were equal distance from my house it would be an easy decision for me. But plenty of corporations we do business with every day espouse opinions and use profits from our purchases for causes that we mildly or vehemently oppose. For instance, Dominos Pizza and Carl’s Jr. are big anti-abortion supporters and Expedia is a supporter of a climate change denier organization. But do these factors weigh in when we want to buy something? Yes…and no. Knowing the political and cultural leanings of corporations means we might think about switching, but the emphasis on “might”. We’re guilty of sometimes squashing our moral values for a product or service we love, need or is easier to get.
Ultimately, the only person we answer to when we buy something that goes against our core is that face in the mirror— how do we feel ethically, morally, and financially about our purchasing decisions? Whatever “games” we have to play to make that occur, we will do it if motivated enough, because in the end, we want what we want. And isn’t that what consumerism is all about?