I found Inka’s guest lecture on Globe Hope and their experiences to be very interesting. The point that I found to be most interesting was the importance of stories in their marketing and communicating with their customers. Connecting through stories seems central to its communications. It seems that Globe Hope’s communication strategy is becoming increasingly relevant in sustainability marketing and marketing of regular products in general. I think that this is due to the wide variety of consumer options making it so companies can only really differentiate themselves in less tangible ways.
This kind of marketing would seem to fill a very important roll of identity creation that Angelina had mentioned was a major roll of consumption. The more relevant and meaningful the story that marketing or a product can tell the greater personal value an individual will place on that product. It also allows the consumer to get involved and use their imagination to place themselves somewhere within these stories. At Globe Hope you are not buying a bag but you are buying a piece of a sail from a boat that is now a bag. Inevitably the consumer will be drawn into the story of where that boat may have been, a storm that it sailed through, a white sand beach it took people to. Suddenly the bag is not just a bag but a memory and a story. That imagined adventure on the sea becomes part of your perception of the bag.
The involved story telling seems to me to be a very powerful tool and one of the biggest opportunities for sustainability marketing. After Angelina’s lectures on consumer behavior we know that consumers are not necessarily rational so if you can create a story which the consumer either places themselves in or at least partially creates themselves, their attachment to the product will be so much more real as it is now in some ways partially something of their creation. Seems that in a market with limitless similar products, it is the one that the consumer feels connected to that will be able to differentiate itself.