Spirituality is on the Rise

Posted by Rahna on December 29, 2008 under Uncategorized | Be the First to Comment

I love to get proof of trends that I sense, and so, I am heartened by an article that appeared in MediaPost’s Online Daily that talked about how spirituality was of greater interest this holiday season. According to someone from on-line advertising company Kontera, “Santa letter” ranked at the top of the most clicked-on holiday keywords for 2008, followed by “Christmas wish list,” “Christmas spirit,” “secret Santa,” “gift idea,” “Christmas decoration,” “Christmas stocking,” “Christmas,” “Christmas Party,” and “gift.” In 2007, “Christmas present” topped the 2007 list, followed by “advent calendar,” “secret Santa,” “Christmas shopping,” “Christmas gifts,” “Christmas necklace,” “unique Christmas gift idea,” “holiday gift guide,” “Christmas gift,” and “Christmas gift for her.” 

The article explained that, “Kontera’s technology finds the most clicked-on keyword terms and ranks and matches them to the most relevant contextual ads, content, and information.”  Using technology on search terms, we are seeing a shift away from crass consumerism to a more spiritually-motivated purchase pattern. The article discusses how more people were really thinking about what they wanted to get for someone and how they were going to create meaningful moments over the holidays, rather than just buying the latest “soon-to-be found-in-the-unfinished-part-of-the-basement, never-even-opened-out-of-the-box” gift of the season.  Even thought this increased thoughtfulness may have been born out of economic necessity, I’m delighted to see the shift.   

This is a shift in consumer thinking that every marketer needs to be aware of.   What are you creating in your company that is adding to the emotional value of your customers’ lives?  Are you helping to create meaningful experiences, or create more harmony for them?  What is it about your product or service that enriches their lives?  Answer this question clearly, and you will thrive in this new economy!