Short answer
Design products and services that acknowledge and accommodate varying levels of financial capacity, focusing on value and utility rather than solely on aspirational consumption.
- Field
- Innovation & Markets
- Source
- Strathprints: The University of Strathclyde institutional repository (University of Strathclyde) (2009)
- Method
- Qualitative research
- Evidence
- Moderate effect
When economic growth leads to increased consumption, those with limited financial resources experience stress and dissatisfaction due to feeling excluded from societal norms. This innovation & markets research insight is drawn from a 2009 study published in Strathprints: The University of Strathclyde institutional repository (University of Strathclyde). Using Qualitative research, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design products and services that acknowledge and accommodate varying levels of financial capacity, focusing on value and utility rather than solely on aspirational consumption.
Consumption Inequality Fuels Consumer Dissatisfaction and Exclusion
When economic growth leads to increased consumption, those with limited financial resources experience stress and dissatisfaction due to feeling excluded from societal norms.
Strathprints: The University of Strathclyde institutional repository (University of Strathclyde) · 2009
Key Findings
- 01Limited financial resources create significant consumption constraints.
- 02These constraints lead to stress, dissatisfaction, and feelings of social exclusion.
- 03Exclusion stems from observing and being unable to participate in 'normal' consumption patterns.
- 04Social support is vital in mitigating marketplace exclusion.
Application
Design takeaway
Design products and services that acknowledge and accommodate varying levels of financial capacity, focusing on value and utility rather than solely on aspirational consumption.
How to apply
When developing new products or marketing campaigns, conduct research to understand the potential for social exclusion among lower-income segments and design solutions that foster a sense of belonging.
Project actions
- 01When researching a product, think about who might be excluded because of cost or social pressure.
- 02Consider how your design choices might make some users feel inadequate.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Provides a nuanced understanding of the lived experience of inequality.
- +Highlights the emotional and social consequences of market dynamics.
Limitations
The study's focus on a specific region might limit its universal applicability. The subjective nature of 'feeling excluded' can be challenging to quantify.
Reliability & validity
Reliability might be moderate due to the subjective nature of reported feelings. Validity is strong in capturing the lived experience of the studied population.
Think critically
How can designers actively design *against* social exclusion in a market driven by aspirational consumption?
Design Principles
"Inclusive design considers the emotional and social well-being of all users, not just their purchasing power."
Understanding the social and emotional impact of consumption inequality is crucial for designing inclusive market strategies and products. It highlights that market participation is not solely about economic access but also about social belonging.
What This Means for Your Design
If a society is all about buying things, people who don't have much money will feel bad and left out because they can't join in.
How to use in your project
- 1.Use this research to justify exploring user needs beyond basic functionality, focusing on emotional and social factors in your design brief.
Add to My Project
Quick Cite
Paragraph starter
This research highlights that in consumer cultures, economic inequality can lead to significant social exclusion and dissatisfaction for individuals with limited financial resources, who feel alienated from prevailing consumption patterns. This underscores the importance of designing for inclusivity and considering social support mechanisms to mitigate marketplace alienation.
Source
Strathprints: The University of Strathclyde institutional repository (University of Strathclyde)
Those left behind: inequality in consumer culture
journal · 2009
View sourceQuestions About This Research
- What does the research say about consumption inequality fuels consumer dissatisfaction and exclusion?
- Design products and services that acknowledge and accommodate varying levels of financial capacity, focusing on value and utility rather than solely on aspirational consumption. Evidence: Strathprints: The University of Strathclyde institutional repository (University of Strathclyde) (2009).
- Why does "Consumption Inequality Fuels Consumer Dissatisfaction and Exclusion" matter for design?
- Understanding the social and emotional impact of consumption inequality is crucial for designing inclusive market strategies and products. It highlights that market participation is not solely about economic access but also about social belonging.
- How can designers apply this research?
- Design products and services that acknowledge and accommodate varying levels of financial capacity, focusing on value and utility rather than solely on aspirational consumption.
- What were the main findings?
- Limited financial resources create significant consumption constraints.. These constraints lead to stress, dissatisfaction, and feelings of social exclusion.. Exclusion stems from observing and being unable to participate in 'normal' consumption patterns.. Social support is vital in mitigating marketplace exclusion.
- What research method was used?
- Qualitative research.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2009 journal from Strathprints: The University of Strathclyde institutional repository (University of Strathclyde).
- What should I do differently in my next project?
- When developing new products or marketing campaigns, conduct research to understand the potential for social exclusion among lower-income segments and design solutions that foster a sense of belonging.
- What are the limitations?
- The findings are specific to the context of Northern Ireland and may not be directly generalizable to all consumer cultures. The qualitative nature may limit broad statistical conclusions.