It’s been a little while since my last post due to the design revamp (thanks Jim - nice work).
Over the last few weeks I have been considering Martin Lewis’s downshift challenge technique. Basically he is encouraging us all to downshift a brand level - e.g. if you currently buy manufacturer’s brand like Kelloggs Cornflakes, you should try to downshift to the supermarket’s own equivalent.
I admire the man, I really do. I am sure he has nothing but good intentions and he is dedicated to helping the UK save some pennies. However, he has overlooked something fundamental - human nature. Why do we buy based on a brand name?
Let’s take a look at Maslow’s:
As a rather crude example, whilst shopping online this week, I suggested to Mrs Shield that we could downshift two levels on toilet roll (from manufacturer’s brand to a no-frills brand). The answer was “No! I would be embarrassed when we have guests”. That statement aligns itself nicely with the green zone above…
If I were trying to encourage those who had (or believed they had) the cash to buy premium brands to downshift, I would make it cool. E.g. take the approach that it’s quite trendy to save money. I have already heard some people describe it in this way. Proud to shop at Aldi etc… In front of their peers, they would feel wise and I am not just talking about Volvo drivers either.