Look at this is all to International Folks who are joining us i will return with the indepth look at all top stories thatll be in and i was taught. The welcome to. Consumerism culture and lifestyle for some a religion for many 2020 changed things. On this im joined by renowned economist and father of modern marketing philip cobbler. Philip cutler father of marketing professor of International Marketing at de kalak school of Management Northwestern University so great to have you with us weve been looking forward for the longest time i wanted to talk to you for the longest time but now that the pandemic has say it. Wow i have so many questions for you lets see how many working get into this program 1st of all you build up a science of marketing basically from scratch and the books youve written have been the bible for business or on the wall for more than 60 years so marketing is about promoting the selling of goods of services right west situation today with pin down make shedding light on problems with consuming and anti consumption movement gaining ground do you think and new set of rules and guidelines is needed. Well the covert situation is going to change a lot of our lives right now and then when covert is finally contained and terminated we will have quite a different economy how how are. How is coded affecting us today well 1st of all theres limited opportunity to go into stores where one can catch cold. Virus and so more and more people are using the on line approach to buying what they need and that means there cocaine there isnt anyone who does a lot of ordering for the next month however over the last are going to. Continue to save time by ordering things from very good organizations or carry almost everything we have a Company Called amazon where you can are almost everything and i wont be surprised if theyre going to sell a car too in the future so thats one thing. The whole meaning of a companys brand is change is changing if the Company Continues to just talk about the brand as if theres no coated situation. Its going to lose control of it because a brand is not made by the company alone its made by all the people on facebook are the people who talk to each other about chronic they experienced whether they liked it or not a bad brand can easily be exposed so companies have to rethink what is your message your own message doesnt work in todays world. A message it works is caring for the problems that people have and right now were saying that more companies have to put a purpose behind their brand their brand must be carrying out a press that enriches the lives of the customers i can go on but my brief answer is that. Marketing is completely changed today because of the coronavirus. But talking about reaching out to customers i realized based on myself that people have changed during the pandemic right during this crisis many material things that he used to seem important dont really matter that much well maybe spiritual things or human contact they became more important what is the consumer like in the age of college 19 and or or in post called a day most companies are much more with a specific type of consumer that they try to deeply understand and in fact be the best server of that type of consumer. What are the types. There. Ive developed a appreciation of some new types that are coming up and maybe youve seen it before but some car consumers are deciding that they are buying too much stuff theres no room in check. They would like another appliance but there wouldnt be any. Place to put it. They could buy a car but some young consumers are and some countries are saying its or is it because going to be i dont i need percentage of time why would i tie up my money in a car i could get it goober drive me anywhere for much less than owning a car a show thats called a sharing society so theres a group called like simplify people who want to simplify what they are own or need to own and so on theres another group that is worried about the planet and about true much consumption were using up our land and our and our and were not taking care of our oceans and weve got it maybe theres too much over consumption some people have to especially those who are building yachts and mansions and so on. Can we afford all of that to be happening. Theres another Group Director wants to. Eat better they want they realize theyve been buying hot dogs and hamburgers and that isnt good for your health if you overdo it so they are sane eaters they are vegetarians in some cases are vague and begins and so thats another group and some of them are wont they we call them people who who want a conservation are saying basically weve got to make better products that last longer that we can recycle we can read care we could reuse and we can Research Related to other people who are poor and would find these products and fish i mean they call that a circular economy so look just in a minute i mentioned maybe 4 or 5 different groups of consumers. And they may not altogether not be the average consumer yeah average consumer is going to be groping with this situation and trying to be sure they can get access to food and health and then they have to think about education for their children and others and what to do. So youre saying were over consuming that over consumption or even just consumption is what keeps the whole capitalist system running right capitalism works well only when there is a constant increasing consumption so the nature of consumption changes say youre saying it should change and it wont be quo ing steadily anymore how will capitalism survive or will it survive its excellent question because marketing is based on the idea of helping. Companies get the things that would satisfy their needs some of the needs of course are created by marketing i have to admit that. And and the idea is to help Companies Sell what they make. And many people normally think this will go on forever that consumption will continue production and consumption will continue forever. Against the concern that people have that were going to bury the planet if we do that. So marketing is in a very in an identity crisis there are people who wish we could ban marketing or ban advertising they dont theyre not very theyre not found in many places but they just feel that much of what marketing does is create this satisfaction with our lives because we are shown cars and new phones and other things that we must have well we believe we have to have it and especially if several of our friends are getting those things and happy with those things we feel discontented with that make not buying them so marketings job is to produce this content to some extent which can be overcome by buying sponsoring. I dont know how to stop that these are nice people who are marketers and salespeople who are doing their job which is to. Supply things that might improve the lives of people if they want to buy these things so marketing isnt a crisis is it the is it the cause of the depression of many people why theyre depressed or is it a factor contributing to that marketing has to rethink its basic role in terms of Human Society but if youre saying that marketing is in crisis does it out of magically mean that capitalism is also in crisis. Well capitalism is in crisis ive been writing about that i wrote a whole book called the contrasting capitalism with the 14 big problems which we all know about that theres a lot of poverty in the world. And its a lot of low income for workers who are working hard id rather pay a person of clerical x. The citys garbage more than the c. E. O. Of a company because hes doing more to sacrifice his life and we and nice especially think teachers are so underpaid tell the point is that we need. To think through. How. How marketing could Serve Society in a better way now you raise the question of capitalism yes. Thats a way of organizing ideas and services and products. And thats worked pretty well in the sense of creating Economic Growth i mean anyone who is a real capitalist will say well we have made it possible to have the best output and growth in the world. Yes but has it been shared equitably and the answer is no the rich get richer the workers state at the old pay and the poor no one is taking care of soap capitalism deserves criticism. Basically on the inherent in inequity of the sharing of the gains at another words to me a Company Works when it has a team and a team members include customers employees suppliers distributors and the communities and either they all Work Together make the Company Successful or they dont but if they make the Company Successful we got to have a better sharing and not pay the c. E. O. s 300. 00 times what an average hard worker is being a job or save capitalism but could it on a better basis and the ones who have done that are the scandinavians the scandinavians and in fact i wrote an article recently caught is america ready for scandinavian capitalism and the answer i good is yes and certainly we should pay higher taxes not the average worker who is paying enough and cant pay much more tax than people who have the money either. And lets you should make College Education free or at least less costly where people make the Health Care System care for everyone was out a money every time he got sick or something so yes higher taxes make sense and a more scandinavian capitalism makes it ok thats very interesting capitalism but scandinavian style so its to capitalism of the future scandinavian style caprese mr cutler were going to take a short break right now when were back well continue talking to Philip Cutler father of modern marketing talking about whats happening to the model of marketing as we know it to stay with us. Seems wrong but. Just dont call. Me. Yet to see. This day become educated and in detroit because the trail. When so many find themselves worlds apart we choose to look for Common Ground the. Trade and investment have become magic spells to conjure economic development. Most people think about trade they think about goods and services being exchanged between countries and the and vast chapter of a trade agreement is about something very different but what one investment leads to toxic manufacturing that destroys secrets from its all brewed into the environment. That means local communities that are being poisoned if they object if they do anything that the company feels is interrupting their profits they can be certain. Of taking on the whole nation Philip Morris is trying to use i guess india to stop tour of the way from implementing new tobacco regulations aimed at cutting domestic smoking rates a 4 inch company sued egypt because egypt resists minimum wage democratic choice over trump Corporate Law joining us as we try to fund dont want to party. That were back quest Philip Cutler father of modern marketing mr cotler here is it a question maybe a bit of a philosophical question but im sure you thought of it as well i see in recent years. Ive noticed that and correct me if im wrong theres a shift in people spending happy its like before people really wanted to buy and own stuff to feel happy or right to face to feel better about themselves now do they need stuff yeah yeah yeah to to to to to feel established you need to have stuff now the focus is shifting on buying and living and experience not stuff and experience so instead of buying so lets say a flat screen people now book a trip overseas and 7 new car they sign up for a University Course right can this new value thats put on the experience help the Global Economy while the demand for stuff is going down i like their idea it means that we dont have to produce so much physical stuff which requires ruling the earth basically by taking resources many of which cant be replaced later and making sound things so experienced is by the rate we are this also happens with experience of more people want to travel to exist and location as a sightseer you need an airplane to get you there and you need a busy hotel that also sells food and other things so. But there is an observation that. It has to do with a Service Economy the Service Economy is growing in relation to the goods economy. And so many things are intangible you know service is an intangible you just see it and it takes place but its not anything physical going to the colleges it is getting erika a bunch of things like that are services. Theres been a could do so many capitalists have found that if they can satisfy what we call intangible once not once for physical goods but intangible ones and they do a good job of it often and many many consumers are doing a trade off between having a car or using the money for their education or travel or something i dont know i havent seen that measure its a good question and maybe increase country after country and in a country with lower income probably stuff getting physical things is the 1st order of business not having experiential. Spending. On the other hand right it is our human nature to to like the abundance of choice i mean sometimes you just cant help it and will like having new things and like having beautiful things and then on the other purchasing all those new things leads to overconsumption so heres the thing because this is like battling the basic human nature right is there a way to balanced is to sass it so our life the desire to have road rage of good things and why shouldnt we if we want to have able to was right and also the risk to slip into having too many of these things that is damaging the planet like youre saying where where is they whats sticky for balancing those 2 major parts of our life. Yeah each person has as an issue in their own lives. It is human nature to respond to. Good products to enjoy the design and the aesthetics of of saying well built buildings and nice cars and so on and if one has the means to consider acquiring these things its partly thurstons album the great economist called conspicuous consumption we sort of like to send out a message to other people we are current we we not only are you looking for things but we want to own them. Theres competition for. Outperforming others by owning more im sure. And thats going to go on its also driven by marketing through marketing helps introduce awareness of certain products that you could add to your life and. Its easy to have the money to go ahead the balance i dont know whats in there its less theres a movement a social movement that tries to say please contain your wants for physical things and think about how the planet is going to be heard by you consuming more then you need to consume eat of course eat well in. Life but dont. Make your life about just make your life about other people make your life about. Having a good plan and so on so i dont know so a social movement might contrast to the normal thing of buying when were never. You know ive read that after a 2003 sars outbreak people were afraid to go to crowded shopping malls and turned to Online Retail and this led to the rise of alibaba and other ecommerce giants and its obvious that this print and make the code 19th endemic has boosted online trade just as well. But cant replace offline shopping for good boutiques shopping malls can transform our life completely in that way yes its interesting. I saw the problem 1st in my own. Life because my wife for years stop shopping in stores. I dont know if that was general or just an. It with her friends a few friends she everything would be ordered online a package would arrive shed opened it up if there was a dress she would try it and if it was good she keep it otherwise she sends it back and so that so i ask or sometimes does she misc owing into. A store and for foreclosing and she says well if she doesnt object to it theres no reason not to do it if were in a shopping area shell probably see the whites look at the windows and maybe walk into one so the question is whats going to happen to retail it what we call instore retailing. Is everything could be ordered if you need it we need any stores as a matter of fact when were dead due to employment consider the number of people who and Shopping Centers are clerking in those stores waiting for customers. And we are knowing that we know that many Shopping Centers on during the pandemic. Are closed down basically. We think theyre going to be turned into some other use but not as good as Shopping Centers on come back. There will there will still be a good cheat and a tiffany and something great where this seems special to some people. Many people will look stop at those places maybe not buy anything just to look. And i understand that was a very important part of life for most people most women too particularly. Your day to some shopping anderson gyal full of surprises so some people will return to that as soon as a pandemic ends and. Some people will still be ordering more i would say that any real retailer or retail chain is going to do less than they did before the pandemic in other words i expect profitability normally to be lower than they had achieved before the pandemic there will be a few exceptions few brand new types of instore experiences and chains and so on that might lead to excitement and shot but generally speaking youre not going to make much money running stores. Sue cutler thank you so much for this wonderful chat i really appreciate i got so many answers to my questions i really hope like you said then we will become more aware and take care more of our planet and will become more about people and taking care of each other rather than self centered. You know so on this note ill let you go your time is precious thank you so much and i also would like to thank Synergy Online Forum a bargain as to by synergy of Business School for it ranging this wonderful chat thank you and all the best. Wonderful mom. Great you so much for your Wonderful Group thank you so much are they way. During the vietnam war u. S. Forces also bombs neighbor unless there was a secret war. And for years the American People did not know. Until our so much it is officially the must carry back to country per capita all Human History millions of unexploded bombs still in danger lives in this Small Agricultural country Jordyn Wieber went on it cannot happen. Even today kids in laos fall victim to bombs dropped decades ago is the us making amends for their tragedy and what help to the people need in that little land of mine. Seem wrong. But all the. World get to say power is they become active. And engaged because the trail. When so many find themselves worlds apart we choose to look for Common Ground. Hello and welcome to cross top where all things are considered im Peter Lavelle the primary purpose of history is to understand the past as a guide to understanding the present and future history should not be seen as feelgood nostalgia because a lot of history is painful and shame so how should we find the right balance is statue side the right answer. Crosscutting statue side im joined by my guest cleo voluntary in new york she is founder of the company there have been champion which teaches social Emotional Learning in schools as well as diversity and inclusion in companies and Government Agencies and yet in las vegas we are it he is an assistant professor of African American and African Diaspora studies at the university of nevada las vegas all right crosswalk rules in effect that means you can shop and how you want rouse appreciate greatly let me go to you in new york how does taking down statues and we can talk about which ones