Consumer demand in our world is at an all time high. People are materialistic and feel the need to endlessly buy buy buy. Not all consumption is bad, though. With a growing trend towards wise consumption, we can see shifts to more thoughtful and meaningful purchases from consumers. Dubbed “wise consumers”, people like these are out to buy sustainable goods and services that will give them the most bang for their buck and serve as a practical addition to their lives. Wise consumers are thinking about how a purchase will impact their lives and the lives around them through aspects like durability, sustainability, usefulness, etc. To me, most of these purchases are needs, rather than wants. Things like housing, food, and basic health and well-being products are what the wise consumer is likely to invest in. Keeping money in mind, they look to extend the usage of a product as long as possible knowing that the purchase they made is wary of all entities affected by consumption and brings a holistic sense of joy to their lives.
I don’t think there’s necessarily one thing a wise consumer would purchase more than other things. It is more put into categories that sway away from what the typical consumer would do. In regards to food, a wise consumer might seek out an organic farmers market or shop locally to ensure they are putting better ingredients into their body rather than running to their nearest fast food joint. Although more expensive, it doesn’t seem like the interviewees from the article were worries about spending a bit more money for a better product. An atypical food example from the common consumer would be to purchase seed packets or already grown plants to grow your own food. A wise consumer may also invest in an experience rather than a material object. Travel can promote well-being and allow the party to gain new insights and experiences than they would living their normal lives. New cultures, food, and languages encourage the traveler to understand more about things other than themselves and provide memories than can last much longer than an object you can buy at a store.
When thinking about purchasing with wisdom, a couple design principles may be met to catch the eye of a wise consumer. One design principle is the longevity of a product. An example from the article showed that this consumer was much more inclined to buy a pair of sandals that he knows will last years and years, but for more money than a pair from a cheap retail store that will hurt his feet and break in months. He was even able to send the sandals back for repair, which eliminates having to buy another pair, reduces waste, and increases longevity. Another design principle that can be intertwined with longevity is how durable a product is. Wise consumers are looking for a product they can rely on without having to worry about replacing it. They would do their research and think about what would be best to buy in regards to their habits and lifestyle choices. A wise consumer’s choices are made to improve their quality of life while being as practical as can be, and this mindset of consumption is ever growing.