Future of Consumption: Turkey

Future of Consumption: Turkey

Permanence of Change

Constant quest and consumption of change has become the biggesttrend of today’s world. The permanence of change is fueling a growingAge of Polarization where every trend coexists with its complementary. While some trends are pushing towards me, more, faster, better; other

are pushing towards us, less, slower, better.

When the Turkish population’s multicultural identity meets a desire forsocial cohesion, global trends of the polarizing world have local

manifestations.

Under this understanding, categories of trends that shape consumerbehavior in Turkey will be divided in four, contrasting and

complementary categories; The Me, The Us, The Movement and The Backfire.

The Me

The Us

The Movement The Backfire

The Me

The Us

The Movement The Backfire

Neo-Collectivism Consumerism

Individualism Self-Optimization

Modernization

Urbanization

Globalization

Communitarianism

SustainableGrowth

2 Focus Groupswill be used to analyze potential changes in consumer needs, wants, values

Womenwill be divided within themselves according to their focuses

Focusing on identity, women mainly still in education will want to create themselves anddifferentiate among peers while still maintainingposition in society. Focusing on career, women will mainly be newlygraduates who strive to build a strong, independent character.Focusing on family, women may be housewivestaking care of the household and the family, orsingle moms taking care of children and herself. Focusing on career and family, women will striveto be the best in both and societal expectationswill conflict with their personal choices. They willseek reassurance and confirmation. Focusing on a second life, women who havealready gone through the beginning of identity, career or family building processes will seeknovelties that will facilitate the process of goingthrough the same processes.

Youth: Adolescents and Early Adulthoodwill be divided within themselves according to age intervals

11-13 Years Old: will focus on identity-shaping, care abouttheir self-image, want to be conforming to his peers but also to be independent while still undergoing the process of understanding the two terms, begin to understandboundaries and rules14-17 Years Old: more certain of their self-image, teens willstilll want to be independent yet conforming, seekingconfirmation from their surroundings regarding theiridentity. They will still undergo emotional unstability andfeel in a stage of uncertainty18-21 Years Old: emotionally more stable, they will start thinking about deeper issues about life and their future, have a more built identity and form deeper relations withtheir surroundings.22 Years Old and Older: mainly done with identity-building, they will move into further education or career and familybuilding and encounter big concepts like love, wisdom andsuccess.People With Discontinued Education who fall into theseage categories may struggle to build an identity and focuson building family and career. To overcome their fear of missing out and staying behind, they will seek quicker andeasier ways of being up-to-date with the rest of societythrough particular ways of consumption.

The MeCharacteristics and Trends

Rising Standardsand Opportunities

for living, education, health

and career

Emphasis on Freedom of

Choice

Rise of New Consumption Habits

to Achieve theConstructed Ideal

Self

Changes in DecisionMaking

Processes

IndividualismPeople valuing

themselves overthe group and

they are makingchoices forthemselves

Self-OptimizationWant and needto make oneselfbetter and reach

capitalisticstandards of

perfection

IndividualismThe individual is a seperate

identity, responsible for himself

Growing Emphasis on Individual

Rising importance of education and career

Consumption as a form of self investment

Constant Search forIdentity

Delaying Marriage orChildren

Uniqueness

• Personalization, customization, self-differentiation

• Collective of uniques created

Hedonism

• Normalizationof seekingpleasure andindulgence

• Basic needs can be purchased in luxurystandards

Singleness

• Products andservices forsingle peopleare increasing

• Everything is sold double forsingles!

Opportunism

• Seizingopportunities is perceived as smart

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IndividualismNew types of consumers emerge

demanding new needs frombrands

BenefitSeeking

Consumer

Looks for: pleasure, relevanceand self-improvement.

Prefers products or brands thatare identity shaping, self-perception forming and

confirming.

ReassuranceSeeking

Consumer

Feels stress for making individualdecisions in a collectivistic society

Looks for: recognition, empathy, understanding and appreciation

Prefers brands that give comfortthrough empathy and caring

Prefers products or services thatbridge this strain

IndividualismFocus Group 1: Women

Focusedon

Identity

Purchased products orservices must relate to the

desired self-identity

More likely to delaymarriage and having kids

and focus on self-improvement.

Prefers products or brandsthat are identity shaping, self-perception forming

and confirming.

Will seek benefits such as:pleasure,

time and cost efficiency, reassurance for pursuing

individual goals, appreciation

Would prefer brands thatgive confidence and

support

Focusedon

career

Will seekbenefits suchas time and

cost efficiency

Will preferbrands that

support theirindividualdecision-making

Focusedon

careerand

FamilyWould prefer brandsthat empathizes withhardships of carrying

out the two rolesand appreciates their

efforts.

They will preferbrands that do not value one choiceor status over the

other.

Focusedon

Family

Prefer products thatstrengthen their

identity andempower them in

the houseold

Would relate tobrands that reassure

them from the feelingof missing out fromthe career path and

appreciate theirhardwork.

Focusedon a New

Life

Seek productsthat open ways

of re-building an identity, re-

starting a path

Prefer brandsthat recognizethe chance formobility andflexibiity in

older ages as well.

IndividualismFocus Group 2: Youth

11-13 YearsOld

Prefer products andbrands that help them

overcome their confusionwith their identity.

Brands that help themconform to their

surroundings while alsorecognizing they areindividuals wiill be

preferred

14-17 YearsOld

Will seek productsthat strengthen

self-image, not lose

conformingqualities but also create a

differentiating, uniqueidentity

Productsthat give

reassuranceabout future

decisions

18-22 YearsOld

They have highercontrol in decision

making so productsor brands chosen

would be supportive of their

independentchoices, confirmingtheir individuality

and comfortingthem against theuncertain future.

Will seek time andcost efficiency

22 Yearsand

Older

Most likely at theend stages of

building an identityand will look for

products that onlyreflect the way

he/she sees herself

Time and moneyconstrains increase

DiscontinuedEducation

Cost-efficiencymay become

more importantthan identity-

shapingproducts

Prefer brandsthat recognizetheir limitedaccess to themarket and

positionthemselves as

‘’fast andeasy

consumption= quick and

desiredidentity’’

Self-Optimization‘’I can perfect myself using

technology and reach standards of the capitalistic society’’

Road to ‘Perfection’: Technology andConsumption

Perfection: efficiency, effectiveness, productivity

Friendly Technology

• People have become likesmartphones and products of mobility

• Self-downloadedapplications are wearableand ambient technology

• Preferred products make theuser ‘’better’’, ‘’ahead of thegame’’

Hyper-Efficiency

• Quest for becoming best youcan become in the shortesttime

• Time management is key: products that help arepreffered

• Moving forward gives a sense of rush and hunger for more: products that sooth this andmotivate are preferred

Multifunctionality

• People are expected to be proficient in more than onething

• Products that reflect the usershould be multifunctional as well

• Brands that clearly state theproducts function can helpinformation overflow here

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Self-OptimizationBrands that keep their promise on

the pursuit of ‘perfection’ and‘smartness’ will be optimizing the

decision-making process.

’

Value SeekingConsumer

Wants to build the desired‘smart’ image

Products that save time and increase productivity

will be preferred

Wants to feel strongerthan the technological

products they use.

CompetitiveConsumers

Wants to gain competitiveadvantage through a new

product

Wants to know how tomake the best out of the

product

MultifunctionalProducts

Increase in capabilityexpectations from

products

Customers valuingmultifunctionality will want

multifunctional products

A product with secondaryor tertiary latent functionsthat the consumer figuresout herself can empower

her and create a connection with the brand.

Self-OptimizationFocus Group 1: Women

Focusedon

Identity

Wants value-addingproducts with clear

benefits to the individual

Products with a sense of uniqueness and

differentiated qualities.

Women will want to gaincompetitive advantage

through consumption andfamiliarity with technology

Focusedon

career

Time and Costefficientproducts

Brands thatconfirm women’sdecision makingprocess

• Empathetic andstrong brandswilll support thechallengingcareer path

Focusedon career

andFamily

Products that can build a bridgebetween the

business womanand mother

Brand loyalty willbe built on

comfort andappreciaton forwomen who arechallenged to be

‘smart’ and‘perfect’ in both

areas

Focusedon

Family

Time and Costefficient products

Products thatappreciate the

women’s role in thehousehold andgreater society

Multifunctional, effectiveand productive products

to help women meetexpectations of husbandsand kids (therefore theirown self-expectations)

Focusedon a

New Life

Products thatfacillitate the

process wouldbe

multifunctionaland time efficient

Prefer brandsthat recognize

the societal andpersonal

hardships, keeptheir promise

along the way arepreferred.

Challenge will be to bridge the gap betweenstatuses through efficiency

Self-OptimizationFocus Group 2: Youth

tech-savvy youth will quickly adapt to noveltiesand gain competitive advantage

11-13 YearsOld

Most likely to adapt tonew technologies

• Products thatappreciate theircourage and modernityfor doing so will be preferred

Sought personalbenefits: socialrecognition andentertainment

Products to fuelproductivity, efficiency

and a better identiybuilder will be preferred

14-17 YearsOld

Desired products:

• Nourish thebuild identity

• Supportindividualdecision making

• Time and costefficient

Competitiveadvantage will be gained throughdifferentiating

products

18-22 YearsOld

Brand loyalty willbe created by

• Keeping promisestowards a clear-defined ‘perfect’ and ‘smart’ identity.

Competitiveadvantage will be

throughadaptation andknow-how of

novelties

Brands that givecomfort to the userby supporting their

decisions

22 Yearsand

Older

All functions of a multifunctionalproduct must fit the built identityof the consumer

Brands thatunderstand the

consumer’s time andcost constraint, importance of

developingrelatiıonships and

fear of the future willbe preferred.


Consumers mayfeel ‘left behind

the moreeducated, tech-

savvy peers

Brands that offermore efficientoutcomes and

higher productivityand effectivenesswill be preferred

because theseconsumers willhack the time

consuming process

TheUs

Enduring CollectiveValues and

Interdependency

High Desire forSocial Cohesion

Collectively UniqueIdentity Manufacturingvia Mass Consumption

Rise of InnovativeCommunity

Building Practices

Neo-collectivismthe group has greatvalue and emphasisin society although

it does not hegemonize the

growing individual

Consumerismglobal culture of

becoming throughconsuming

dominates Turkishconsumers as well

Neo-CollectivismIdentity manufacturing indiividuals

forming a collective of uniques

Valorization of SocialTies

• Rising lonelinesscreates a need forsense of community

• Products that offer a collective sense of togetherness

Sought Acceptance

• Consumers want to be liked and accepted in the group because it strengthens her ties tocommunity.

• Mainstream trends can be approached byconsumers who do not go through an extensive decisionmaking process

InnovativeCommunity Building

• Social media providesa virtual space forpeople to be theirideal-selves

• Virtual ties built toovercome loneliness

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SocialTies

Neo-CollectivismIndividual consumers seekways to find and stay in a

community

SocialConsumers

Nostalgic SocialConsumers

•Products that remind them of old communities, give sense of belonging and warmth

Innovative SocialConsumers

•Prefer products or services thatposition the user in a virtualspace to escape their everdayreality and be part of an virtualcommunity

CollectivelyIndividual

Consumers

Prefers individual decision-making

End goal is to have a placein the community:

conforming throughindividuality

Consumer Positioning /

DifferentiatingProducts

Products that serve todefine who the consumer

is by relating to her position in the community

and the community’sposition in the society

Status, prestige anddistinction promising

products can be preferred

Neo-Collectivism

Focus Group 1: Women

Focusedon

Identity

Creating a concrete imageis important for

conformity, a place in thecommunity and social

recognition productsthat challenge their

developing self-image willbe preferred

Likely to be young, İnnovative socialconsumers will be partof online communities

• Products and servicesthat create desiredimage online

Products thatdifferentiate enoughto be unique but not

too much to causescruinty

Focusedon

career

Having theirchoice challengedby the society, women will preferbrands that

• Recognize thisconflict

• Serve to comfortand appreciateworking women

Collectively individualconsumers will want

to differentiatethemselves fromother business

women

Focusedon

careerand

Family

Products creating a bridge between

collectiveexpectations andindividual choices

They will prefertime and cost-

efficient productsso they can

maintain bothroles

Brands that aresupportive, empathetic, encouraging

Focusedon

Family

Will prefer low-risk, well-known

products to have a safe environmentin the house and

ensure their role is maintained.

Unique Case: unemployment and

number of housewives are

incresing, creating an influx of active

internet users doingonline shopping and

joining socialnetworks.Users can

find opennes andfreedom while stillmaintaining their

position in thehousehold.

Focusedon a

New Life

Will become bothnostalgic and

innovative socialconsumers

because they holdon to old valueswhile wanting to

be part of something new.

Brands that aresupportive of their

decision

Products orservices thatfacilitate the

adaptation process

Neo-CollectivismFocus Group 2: Youth

11-13 YearsOld

İnnovative socialconsumers seeking

products or services thatprovide a digitalized sense

of community

Brands that redefineconstantly changing

defitinitions of family, group, community, neighborhood and

traditions and make themfamiliar to teens will be

advantageouıs

Brands that confirmposition in society and

do not particularlynonconform

14-17 YearsOld

As collectivelyindividual

consumers theywill look for

products that fit with theiridentities

Emotionalfluctuations may

cause an increase in impulse buying andshort-term products

Collectivelyacceptable yet

unique products

18-22 YearsOld

Increased fear of the future will

create a nostalgicdesire to go back to

their childhood.

Nostalgic productscan help the

consumer through a mild existential-

crisis

Innovativecommunitybuilders will

perceive newsocial ties as

precious.

22 Yearsand

Older

Products, brandsthat form a

community withalikes of consumers

Desire for socialacceptance will be lower than previousyears

• Expected increasein collectivelyindividualconsumers


Will try toovercomecollective fearof missing outthrough lookingfor quickerways to be up-to-date

• Short termproducts

• Socialnetworks

Prefer brandsthat recognize

their time constrain and

providefeasible

solutions

ConsumerismIt is more than purchasing

power: buying now has meaning

ManufacturingIdentities

• Consumerswill consumeproducts thatrelate to theiridentities

• Decisionmaking willbe done as first step of identitymanufacturing

Social Pressure

• People feelthe need tocreatethemselvesthroughconsuminglike (orunlike) theirsurroundings

Public Scrutiny

• Consumershave newdemands, needs anddesires fromthe market andcompaniesare underscrutiny tomeet these.

Abstract Economy

•The search for a meaningin consumption will pushconsumers to preferbrands that relate to theirunderstanding of experience, values andtime.

•Value-adding activitieswith physical, social, cultural and emotionalbenefits

•Past values will be reminisced with nostalgiclocations or services

•Consuming time with fast-resting services, destressing..

Westernization

•Turkey has longhad the traditionof looking to thewest formodernization

•This desire + products visiblein the media = consumers withwestern consumptionhabits andpredilection forconsumingwestern products

New Subcultures

• Multiculturalnature of Turkey wouldgenerate newsubculturesbecausedifferentculturesadoptdifferentconsumerbehavior toexpress theiridentities

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Meltingboundaries

between socialclasses

People self identify withgroups through similar

consumption habits

Ready-to-Consumeproducts

increase so much thatabstract concepts like

experiences, feelings andeven time will be in the

market

Consumer motivations

shiftingDesire for MORE and

BETTER overpower needsand values

Mass mediahas the greatest power in effecting decision making

Consumerism

What do you buy? Where, how, how much do you buy it? What does buying mean

to you? .

Identity Manufacturers

Products or services thatcomplement the

consumer’s ideal-self, fit their characteristics,

ideologies, ethics andtaste

Brands that seemtrustworthy enough to be co-creating yourself will

be preferred.

CohesiveProducts

Similar people will prefersimilar products becausethey reflect who they are

• This will incresae socialcohesion

Products with a desiredcharacter that give a sense of ‘’us’’ whileconsuming will be

preferred

AssociativeProducts

Individiual consumers willprefer associative productsthat relate their decisions

to the larger society.

These products, servicesor brands are accepted bythe consumerist society as associated with a certain

group, value or trait, making consumers feel at comfort while consuming

More

Consumerism

What do you buy? Where, how, how much do you buy it? What does buying mean

to you? .

Confused(Unconscious

)

Consumer

Products/Brandswith direct

messages help theconsumer overcomethe overwhelming

visual andinformation

overflow

Mainstreamproducts and trends

will be preferredbecause it will be

confusing tounderstand thetemporality of trends or fads

ConsciousConsumer

Search for a newunderstanding of price-value ratio

Social andenvironmentalvalues will have

great importance in their decision-

making process

Active Consumer

Will have strongexpectations from

products consumed.

Collective of activeconsumers willcreate publicscrutiny that

demandstransparency, lower

prices, higherquality and social

and environmentalbenefits.

ReactiveConsumer

Have the qualities andexcpectations of bothactive and conscious

consumers

Will look to buy products that help her

consume less

In fact, she will be one of the most

particularconsumerist of thesociety because the

constant scrutiny willshape her

consumption habitsin all senses

ConsumerismFocus Group 1: Women

Focusedon

Identity

Prefer brands orproducts that she can identify with

• Products that form a personalrelationship with theconsumer will be preferred long-term

• Brands that are ‘’byher side’’, ‘’trustworthy’’, ‘’in it together’’

Growing trend on environmentalism andsocial awareness can become part of a consumer’s identity

• May shift to becomeactive, conscious orreactive consumersand subjectcompanies to publicscrutiny

Focusedon

career

Preferassociativeproducts to

maintain andreinforce

identity or roles.

Her job is crucialbecause it helpsher maintain her position as a consumer

• Thereforeproducts orservices thatrelate to her career path willbe also relatingto her identity

Focusedon career

andFamily

Associativeproducts thatrelate to

• Strain they feel

• Hard-working

• Multitasking personality

Active andconsciousconsumersconsidering thefuture and caringaboutenvironmental andsocial consequenesof consumptionhabits

• Values and ethicsof companies willbe important

Focusedon

Family

Women will be identitymanufacturers of the

entire household: cohesive products will

hold them together andassociative products will

define their roles andidentities.

Considering their children’sfuture, they will be

• active consumersdemanding transparencyand environmentallysound practices

• Conscious consumerslooking for the ingredientsand production method of product

Focusedon a

New Life

Looking forassociativeproducts to

build identityand cohesiveproducts tohold on to

collectivisticvalues

They will identifythemselves withbrands that areinnovative, risk-

taking, in search foran answer or giving

the answer of an important iissue.

ConsumerismFocus Group 2: Youth

11-13 YearsOld

Identity builders lookingfor associative products

Brands that have a similarsense of ‘freedom’ and

‘independence’ that theyseek

May be unconscious/confusedconsumers as they do not exactly know whatthey want to become. Their rejection of the

mainstream can become mainstream

itself, and brands thatindirectly tackle this

issue would be preferred.

14-17 YearsOld

Will look forassociative

products thatrelate to their

self image

More likely to be conscious

consumers, knowing what

they want

18-22 YearsOld

Likely to be activeand consciousconsumers, theywill have a deeperunderstanding of surroundings andmorality

• Ethically sound, environmentallyconscious andvaluable productswill be preferred

Content willbecome more

important thanpackaging

22 Yearsand

Older

Further awarenesson social and

global issues can shift them to

reactiveconsumers

Will look for time and cost efficientproducts becausethey relate to his

struggle of not beingable to fit into the

consumerist societyas well


May stay as unconscious/confus

ed consumerseeking hints or

clues to follow andeventually becomesomeone through

consuming likesomeone

Quick, feasable way of directing consumers

towards a quick solutionfor a potentially desiredself would be attractive

Role models, aspired

personalities can be of guidance

TheMovementCharacteristics and Trends

Fast-Paced UrgeTowards Moving

Forward

IncreasingGlobal

Modernity AndConnectedness

ModernizationTotal of social,

economic, cultural or technological

transformations that a society goes through to become a defined sense of ‘’modern’’

UrbanizationProcess including

growth of cities andnumber of peoplemoving into them. Has both positive

and negativeconsequences.

GlobalizationRise of international

trade and use of information

technologies have led to an

increasingly integrated world.

TechnologyHelps Moving

ModernizationWhile “modern” is an ambigous, culturally relative term; socities

still strive to become it

Changing Definitions of Modernity according to

Cultures and Country

Modernity No LongerSeems to be a Choice

Constant Desire toMove Forward

Changing Importanceof Time

•Key tomodernization is moving ahead in time

•Competitiveadvantage is gainedwhen you movefaster than others

•People want tobelong to themovement but be ready for the future.

Fear of Missing Out(FOMO)

•‘Global Endemic’

•Desire to be up-to-date, not miss socialopportunities andevents have createda society that fearsexclusion from thegroup becausehe/she might fallbehind

Innovation

•Innovation is thedriver of modernization

•Can be technological orsocial

•Creates new ways of production, consumption, beingand living.

Technology

•Inseperable part of modernizationbecause fuelsinnovation and helpspeople be in (orahead) their time

•Choosing to avoid oradapt to technologycan be perceived as an individual’s standtowards modernity

Newness

•Urge to be someonenew, part of something new, leadsomething new

•Individuals with lackof personal willpower to do thesemay turn to popular culture ormainstsream sourcesto be modern

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Time Consumers

Aware that modernizationpushes time but is also

bound by time

Products or brands that havea sense of time (futuristic ornostalgic)

•or play with a sense of time (‘’timeless’’). These productscan help the individual be up-to-date and not worry aboıut‘’what’s next?’

Short-term Products: helpuser get back on track

Long-tem products: keep the userin the modern race and keeps its

promise

Racers

Will adopt a definition of modernizationthat fits theirideologies andself-perceptions

• Brands orproducts withclear sense of ‘modern’ can be preferred

Will prefer:

• Products that get themahead of time

• Brands with an innovativeidentity (as if it’s from thefuture)

Rejectors

Some consumers will wantproducts that do not placethem in the race but rather

keep them out of it

Some consumers may wantproducts that keep them

‘modern enough’ to not fallbehind

ModernizationThe impossibility of complete

modernization and changing importanceof time is creating new types of

consumers

ModernizationFocus Group 1: Women

Focusedon

Identity

Prefer long-termproducts that they

see potential as staying with themthroughout theiridentity building

process

Timeless and long-term products can

boost confidence foridentity builders

Nostalgic or futuristicproducts can add an

edge to theconsumer’s character

Focusedon career

Racer: Will lookfor

technological, innovative

products thatwill keep

herself aheadof her

competitors

Limited availability of time will cause her to

• value breaks, holidays, relaxingmoments

• Make the mostof her leisureand businesstime

Focusedon

careerand

Family

Will seek bothnostalgic products

to pass on pastvalues to futuregenerations but also will try to

understandfuturistic productsfor the sake of her

child

May be more likelyto adapt totechnologicalinnovations if theyhelp her make useof her time mrore

• Can also helpavoid FOMO

Focusedon

Family

Spending most of her time in thehousehold, a housewife mayexperience FOMO

• May want toclose the gap byusing innovative, technologicalproducts forchores andchildren products

Feeling distance totechnological youthmay create a longing

for old times andtherefore a

preference fornostalgic products

Focusedon a

New Life

Aiming toredevelop

herself, consumer may

be likely tochoose one of

the ends(rejector or too

adapting)

Seeing herself as an innovative project,

innovative products andnew ideas will seem

familiar

ModernizationFocus Group 2: Youth

11-13 YearsOld

Beginning of their identitybuilding process,

consumers will be morelikely to take risks with

technological andinnovative products

Young age will enablethem to look for short-term products that are

new and quickly gain themsocial recognition

They will be least likely tobe rejectors of technology

and modernity

14-17 YearsOld

As life getsbusier, takingtime off willstart getting

valued

RacerConsumers will

experienceFOMO and willtry to close the

gap throughconsuming time, experiences and

values toequalize

themselves withothers

18-22 YearsOld

Long-term productswill help consumersreassure they have

built the rightidentity and are

making rightdecisions for their

future

Technology andinnovation will be

facilitators fordecision making, not the end goal

22 Yearsand

Older

Some maybecome rejectorsas they shift into

differentideologies andcareer paths,

creating a desirefor nostalgic

products

Life that is gettingmore and more busywill create emphasis

on the importance of time.


May become racerswho look to findproduct or serviceswith fast results andhigh symbolicqualities to makehim seem modern

• i.e: having an iphone for itssymbolicimportance

May become rejectorsbecause modernity mayseem like it belongs to a different social class andmay create frustration

UrbanizationCities have become organisms that are constantly growing into more

active, populous hubs.

Migration: End of Agriculture

Rise of Industrialization

and Service Economy

Hubs of EconomicActivity

Desire to be Partof SomethingNew, Bigger,

Brighter

Women Feeling in theVoid

• Rural areas arehollowing out and endof agriculture is decreasingemployment amongwomen who used topreviously work in agriculture

• Mothers in rural areasare likely to feelpurposeless becausenew generations aremoving into the citiesfor better education, joband other opportunities

Cities as the Source of Money

• Immigrants and citydwellers perceive thecity as a place to ‘’moveforward’’, be part of something bigger, havemore access totechnological products

• People tend to lookmore into opportunitiesand chances and areoptimistic about thefuture

Constant Stress

• City dwellers may viewthe city as a giant in constant growth thatnever lets go of itstraffic, population andpollution.

• Cities can be overwhelming

Housing

•Overcrowded cities have a hard time with hosting it’scitizens

•Abusive constructioncompanies overlookenvironmental and socialissues and importance of public spaces and nature in the city and go ahead withconstruction plans.

•Lack of space has made citydwellers accustomed to ‘fit in’ to smaller spaces

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Hubs of Opportunities,

Quality andAccess

Urbanization

Fast-Paced Living

•Cities revolve aroundthe clock

•Work hours, spaces of consumption and roadsall fill up and empty outrapidly

•Some people may findthis energizing whileothers exhausting

Over-Exposed

•Cities are hubs of diversity and newhappenings, exciting, weird or dangerousevents happen all thetime.

•While someone living in a rural area sees fewpeople and diversity, an urban dweller is exposed to morevarietries of life. She is likely to assume thisopenness to diversityas a universal qualityof modern spaces andembrace it as a value.

Loneliness

• People are likely tofeel like a ‘’Small fishin a big sea ‘’ living in the city

• While some enjoyanonymity, othersmay feel lonely.

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Whether or not people feel part of the rush orexcluded by it, being in an urbanizing space

has some expected outcomes

Loss of Green Spaces

• Increasingurbanizationincreasesconstruction

• Unless taken specialcare, green spacesand public spacesmay be omitted-It gets harder to finda space to socializewithout it being a consumption space

• Having a closerelation with thenature, many Turkishpeople long for it

De-Stress Economy

Consumption of Time: scarcity and value of time will create a demand fortime-efficient productsand time saving services

Products or brands thatpromise a satisfying

relaxing experience wherethe user can get away from

everyday hussle

Consumers may focus on environmental, spritualand social activities to

nurture themselves

Further rise of escapism: virtual, online, fantasy spaces

and products will helpconsumers distance themselves

Overwhelmed Consumers

Will look for brandsor products thatare simple, to thepoint and servingit’s promisingfunction.

Brands that avoidvisual overflow andease the user’sdecision makingprocess

In-the-Rush Consumers

Cities are hubs of modernity and being

part of it is part of the consumer’s identity: they enjoy it and are

proud of it.

Along with the lonelinessthey feel, best friends of

the consumer maybecome new productsand technology as wellas innovative brands.

Industry of Lonely

Individuals feeling aimless and just being pulled and pushed by the stream of rush in the city will look for ways of attachment

and building relationships

Brands with a community identity,

products with a unique relation to the consumer or

technological products and services that

become a companion would be preferred.

UrbanizationGrowth of cities is creating new

desires for the consumer and neweconomies

UrbanizationFocus Group 1: Women

Focusedon Identity

Likely to be young, women will be busyrushing around andmay want to de-stressin their own time

•Brands that areempathetic towardstheir rush andproducts that createthe time will be preferred

Overwhelmedconsumers can

become reactive tothe rush, traffic, construction andpollution of cities. Companies with

similar ethics andvalues would be

preferred.

Focusedon career

The rush of the city can be

motivational.

Time and cost efficient products would help her do

better.

Because they like self-achievement,

products or services that give

the business-woman the

decision-making power will make

her satisfied.

Brands that recognize and

support strength in women will

make them empowered in the workspace as well.

Focused on career and

Family

High demand for de-stressing products as

they will be both overwhelmed by the

city and won’t be able to escape from the

rush of it because she is on a tough balance.

Feeling this stress, products that help her

hold onto both and brands that recognize

this and find city-appropriate

solutions (for example city bikes with baby

seats) will be preferred and appreciated.

Focusedon Family

Women in the city arelikely to feel...

Lonely because her husband and children

are likely to spend time away from the house during the day, she might deal with her loneliness through

online sources.

Worried about the future because they

have children and they want better

preservation of public spaces and safety

Women in rural areas may feel in a void because there is not much left to do with agriculture and new generations are moving to the cities.

•Brands that have a respectful, empathetic, compassionate approach would be preferred

Focused on a New Life

Brands that empowerwomen’s decisions can help them overcome

feeling excluded. Relaxing, comforting and

empowering products can help this.

Starting a new way of living would make them

more susceptible forchange and they can start to like or reject the rush

of city (or rural life)

UrbanizationFocus Group 2: Youth

11-13 YearsOld

Less likely to feel overwhelmed and

stressed by the negative aspects of

the city, they will feel energized and will like

the eye-catching visual and cultural

objects.

Their urge to play and socialize with peers

may be limited by the lack of public and

natural spaces and products or services

that provide entertainment in

alternative spaces can be preferred.

14-17 YearsOld

Moving on to high school, they will

be more aware of the rush and

stress of the city but will still be

less likely to feel overwhelmed or stressed out by

the city. Products, brands that give a

sense of safety for environments

in the city and have a ‘hip’ and ‘modern’ image

can be preferred.

18-22 YearsOld

Starting to be aware of the negative aspects of a city,

they will be both appreciating the vastness of opportunities and trying to

minimize the stress they feel from them. The abundance of choices may become a

source of stress at this age and products/brands that

clearly define themselves as serving one (and best)

purpose would be preferred

Social activities and sports can be their escape from the city and brands or products that fit into these activities can create a bond with the

user. (i.e. Sprite and Basketball)

22 Yearsand

Older

Remembering their childhood when the

city was a more quiet, calm space, they will

like escapism.

Increased awareness on social,

environmental, global issues can make them

adopt different consumption habits

within the city.

They may be reactive to abusive

construction, destruction of public

spaces and may change their brand

preference depending on the

ethics and values of corporations owning

the brands.


Not really a part of the fast-paced,

industrial rush of the city, young people with discontinued

education are likely to feel overwhelmed

by the quick living around them.

Because it seems like the way of living in the city, they may

look for products or services that put

them on the track with other racers and

may fight their loneliness through a frustration towards

the system of the city. Brands that

recognize the frustration and offer

comfort and a community would be

preferred.

GlobalizationNations are becoming more open and

connected and taking their places in theglobal unity.

Global Push TowardsBecoming More Global

Information Technologies Connecting

The World

International TradeIntegrating Nations andRegulating Relationships

Openness

•Information, ideas and culture are spreading around the world via WWW. People have access to any information they want, whenever and wherever.

•Technological literacy and access to internet creates new, socially unequal classes.

Adaptability

•Many societies have accepted the global economy and has adapted to the globalizing push forward.

•Any exemplary steps within this framework easily becomes a blueprint.

Changing Cultural Flows

•Culture is no longer something to be affected by proximity, nations or individuals can be culturally affected from others that are on the other side of the world.

Being ‘One’

•Those in the globalizing flow of the world perceive themselves as ‘one’, thinking the world is moving together towards the future.

•Time differences and distances across nations are becoming less important.

Weakening Uniqueness

•Adapting to the world may cause some nations, societies or individuals to feel like they are abandoning their existing unique cultural qualities or slowing down on cultural creation.

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Adaptors

Adapting to the flow of globalization is mainstream, it

opens new doors for international growth and

interaction.

Globally adapting consumers would be more likely to adapt

to popular cultures, would look up to societies that are

‘global’ and ‘open’ and would prefer companies or brand

images that are internationally accredited.

They would prefer products or brands that place them in a

global community.

Rejectors

Choosing to reject the globalizing world as a nation, group or individual has a lot of meaning and becomes part of an identity.

Rejectors are likely to join subcultures, prefer local brands, care about cultural preservation of communities.

In-Between

Not everyone is a complete adaptor or a rejector. Some people may choose to make

use of information technologies and be part of the global economy while still caring

about preservation of communities and local cultures.

Global brands that recognize local characteristics and provide

internationally trustworthy products that are suitable for

local qualities would be preferred.

GlobalizationThe ideological stance of consumersin a globalizing world divides them

into three groups

GlobalizationFocus Group 1: Women

Focusedon

Identity

All three consumer types can be seen in this category, main common characteristic is that they are open to the vast opportunities provided by information technologies.

Adaptors will prefer brands that offer global communities, these

communities can be through social media.

In-Between Consumers would be aware of both global and local

movements and prefer brands that are internationally renowned but

have positive local impact.

Rejectors would be seen the least in this category but given its strong

characteristic, rejectors would stand out from their peers and may engage in ‘green’, ‘local’

communities. Brands that are ‘best in the world’ or products produced

far away are not attractive, they want to know the product is local

or helps a local community somewhere.

Focusedon

career

Rejectors may be upset because

they prefer local products, but importance of cost-efficiency leads them to

consume global products. Brands with professional

image without strictly enforcing

a ‘global’ characteristic can

address this issue.

Products or services that increase adaptor’s IT

efficiency and brands with a global,

professional image can be relevant.


Family

Global brands that appreciate the efforts of the ‘mom and

business woman’ would be preferred. Feeling the

empathy of a company from a far place in the world increases

their connection with other working

mothers around the world and

empowersthem.

Focusedon

Family

Adaptormothers and housewives

would prefer what is best for

their household, be it local or

international.

Rejectors would be seen less in this category but those

who are would prefer local

products and fight for the culture of

their communities as they desire a future with not

just a better world but also a better community for their children.

Focusedon a New

Life

Seeking recognition and understanding, women starting a new life can

find this globally or locally.

As they are re-building an identity, they can become adaptors, rejectors or in-between consumers and make this consumption habit a big part of their

identity.

Whether global or local, a brand that recognizes the hardship of starting a new life as a women in Turkey and providing a sense of community would be preferred.

• This community can be

virtual through IT

GlobalizationFocus Group 2: Youth

11-13 YearsOld

People aged 11-13 years old will

likely to be adaptors and

prefer globally renowned

brands that can create a ‘cool’

identity not just in their

immediate communities but anywhere around

the world.

14-17 Years Old

Most people aged 14-17 are likely to be adaptors and

would prefer ‘globally cool’ brands as well.

As they are in high-school and their world visions are

growing, some may fall into the in-

between category and prefer

differentiating themselves from the pop-culture

affected peers by choosing local

products or brands with a positive local

impact.

18-22 Years Old

‘Globally Cool’ brand images would be found relevant by

adaptors

‘Globally Alternative’ brand images or images

that relate to a specific subculture around the world can be preferred

Some consumers may become rejectors and prefer local products.

They can relate to socially and

environmentally conscious brands and consume them as part

of their identity.

22 Yearsand Older

An increased awareness of

globalization and its positive and

negative consequences can push individuals to being an adaptor, rejector and in-between and

strengthen their position.

Number of rejectors may increase, affecting their

communities’ consumption habits and

ideologies. Brands trusting only their ‘global’ image

may have to fight for these on-the-fence consumers

with alternative local products, benefits and so

on.


Likely to be an outsider to the

globalized world economy, they

may feel rejected by globalization or feel confused

by what it means. However,

they are still likely to be

wanting to be a part of it, and products with openly global

images or services through

IT that helps create global communities

would be preferred .

The

Backfire

Movementsagainst

Movements

Environmentally, Socially and

CulturallyConscious

Emphasis on Communities, Local Culturesand Diversity

SeekingAlternative

Futures

Communitarianismideology that recognizes

importance of social units for the larger society and sees responsibility in the individual for preserving social culture and order.

SustainableGrowth

The decline of naturalresources, biodiversityand social inequalities

signal a need for a systemic change for the

future of growth

CommunitarianismCollaborating, sharing systemscan be a solution to lonelinessand social disconnectedness

Peace in theCommunity

Is motivation to create, produce, coexist

Alienation, LonelinessWhile individualism can increase

competition and make some people‘better’, it can also create loneliness

CollaborationGoals can be reached more

efficiently and easily when done together

Modern Sense of Dependency

• While many associate urbanism or modernism with individualism, individually choosing to be part of a community empowers the individual, creates social value and gives meaning to their presence.

Co-Housing and Co-Working

• Spaces increase social interaction and cultural integration among different people, something cities and the world order does not necessarily provide.

Characteristic Neighborhoods

• Enforces a sense of community

• Strengthens social ties

• Motivates

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Products WithPositive Impact

Can be social, environmental or cultural.

• Company might be empowering a socially disadvantaged group or an underdeveloped region

• A portion of profitsmight be donated toa social causeregularly

• The purchase mightdirectly help thefarmer or producerearn

Sharing Economy

With the use of IT, people can share,

rent or buy products and services from

other people.

Opens space for social interaction and

cooperation

People earn rather than corporations

Cost-Efficient: more economic than market

prices

CommunitarianismValuing the community and local

cultures mean adopting consumptionhabits that strengthen them.

CommunitarianismFocus Group 1: Women

Focusedon

Identity

Supporting communities and local culture will

become part of their identity. They will

still feel like individuals having

the decision-making power but will know their consumption

choices has positive impact for their

community.

Local products, brands with local positive

impact will be preferred.

Focusedon career

Cost-efficient products can be found in the sharing

economy or in local produce and purchase

groups.

Products or services that reinforce collaboration will

help her see productivity and efficiency can be increased with collaboration and can

create brand loyalty.

Having the decision-making power to choose products that

have positive community impact will give her an

empowering, modern sense of dependency.


Family

Working mothers will make use of

the sharing economy to find

cost-efficient products.

They may have limited time to collaborate in

community events and may feel left

behind, but brands that directly relate

them to a group can help them overcome this

feeling.

Focusedon Family

As her household has the greatest

importance in her life, having it in a

community where everyone cares

about the community will her. They might move into co-

housing spaces with other

families or prefer neighborhoods

that are suitable for their children.

Products or services that recognize the

importance of family, community and enforce social cohesion would be

preferred.


Products or services that

create a sense of community and

brands that promote local

cultures would be preferred.

Seeking understanding and

empowerment, deciding to be part

of a community and adopting

certain consumption habits would become part of her identity and give her a sense of

modern dependency and empowerment.

CommunitarianismFocus Group 2: Youth

11-13 Years Old

It Is rather unlikely for a 12 year old to choose this

way of consumption unless the family

implements it. In that case, they might be

exposed to brands and goods of the global

economy that may seem attractive to them. Brands or local products that are

succinct in communicating how it

has positive impact and why it is important can

overcome this issue.

In the midst of adolescence, children might associate

being independent as being cool and might find these

ways of consumption irrelevant.

14-17 YearsOld

Moving onto high-school, children are

likely to search new and

alternative identities. Adopting a

socially conscious

identity can be one of them.

Choosing to buy local products

can be empowering

them. Brands that

communicate their local

identities clearly can be preferred

to choose associative products.

18-22 YearsOld

18-22 year olds are more likely to be

aware of the importance of

communities and ways to strengthen them. A clear brand

image can help them choose products with

positive impact

Cost-efficiency and shelf life might be the

biggest barriers in the

purchasing decision.

22 Yearsand Older

Moving onto a family or career life, cost-efficiency is still

important

Contemplating about their future, they

might invest in their communities and

local environments to live in a space they

want to. Brands that are long-term thinking and

communicate long-term positive impact

of their products would be preferred.


Feeling like an outsider the

global economy, modernizing

world, fast-paced living; people

with discontinued education are

unlikely to adopt a communitarian

approach to regain

communities and preserve local

cultures. Brands clearly

communicating why these

products matter can be educative and might change

consumption habits in the long

term.

Sustainable GrowthThe growth of the World can not be sustained for a long period of time and new environmental, economic, social

and cultural systems should be built.

Conservation of ecological and social

diversity

Realization that the current growth pace is not

good for the environment and societies

Hoping for a better future

Equality

•Equality: regulations are increasing to protectfarmer, worker, manufacturer’s rights and protect them from overpowering multinationals.

Diversity

•Diversity is appreciatedin social life because it brings different perceptions together, it provokes thought and breaks down previous prejudgments.

•Ecological diversity is appreciated because it is important for ecosystems.

Appreciation and Respect

•People have grown a new way of appreciation and respect for nature, farmers, local workers and other people who are adopting sustainable ways of living. This creates new ways of collaboration and enforces social ties.

Knowledge

•In a newly growing subject, knowledge is power. Those who have information on sustainable ways of living can use it as part of their identity, have advantagein the long term..

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More

Sustainable GrowthThe growth of the World can not be sustained for a long period of time and new environmental, economic, social

and cultural systems should be built.

Uncertainty

• That natural resources of the world are not infinite and this way of growth can not be sustained is a fact. However there are people who don’t know and others who do not see this as an issue in their short-term goals.

• For some, the social and environmental value created through sustainability is a dead investment, although it does have long term financial turnover.

Green is Good

• People have started to prefer products that are ‘green’, ‘eco-friendly’, ‘organic’, companies that lower their carbon emissions and minimize ecological footprint.

• People who ‘go green’ are perceived as hip, modern, cool, forward-thinking..

• But, going green is not cheap and this can become frustrating to many people.

SLOW

• Slow movements resist the pull of fastness of globalizing, modernizing, capitalizing world. Recognize that you can move forward like this without such speed.

• They may be about Slow Travel (using on-ground transportation to be aware of surroundings) or Slow Food (minimizing distribution channels, valuing the local producers, going against the multinational, unhealthy fast-food craze).Em

erg

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Val

ue

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Want-to-be-Green

Consumer likes the idea of ‘green’ and associates it

with her personal identity manufacturing.

Does not necessarily question if a product

really is ‘organic’ / ‘green’ or just

labeled so.

ReallyGreen

Consumer

Constantly reads and learns about sustainable ways of living, demandstransparency and less carbon footprint from companies.

Likely to join subcultures, prefer local brands, care about cultural preservation of communities.

‘Green’ Products

The word ‘green’ encompensatesmany meanings:

-Eco-Friendly products have

minimum carbon footprint

-Products with minimized

distribution channels

Products with no GMOs, no

pesticides or injected

hormones.. -

Fair-Trade

Movement to support fair

workers rights for producers

around the world.

However, this has become a major source for branding

too..

Price-Value Ratio

Redefined

Consumers seek social and

ecological value in products.

Companies with positive social and environmental impact are preferred.

•This adds value to a product and also adds value to the consumer.

Sustainable GrowthBuilding more sustainable

economic, social and environmentalsystems creates changes in the

market

Sustainable GrowthFocus Group 1: Women

Focusedon

Identity

May be really green or want-to-be-green

consumers.

Really green: look deep under the

labels and packaging, knowingabout the brand and

company is more important than the

font of ‘green’.

Want-to-be-green: look at the

packaging and be attracted by its

natural branding.

Focusedon career

Might be frustrated because

she has limited time and resources to invest in being

green.

However if they adopt it as a new

philosophy/identity, they might go for the brands with a

clear communication on how they are green

to save time.


Family

Need for time and cost-

efficiency can frustrate the

working mother because she has limited time to

improve her knowledge and

limited resources to move onto a

green life.

However, looking long-term into her

life, she cares about sustainability and

products that offer small changes are

attractive.

Focusedon Family

Will care about fair-trade,

products with environmental

and social positive impact because she cares about

the future. Products that do

not contain GMO, hormones,

pesticides will be healthy for her

family.

Will have respect and celebration of

diversity in all

aspects of life.


Might engage in a slow movement or another

environmental or sustainability movement. This can add a purpose to

her new life as well.

She can associate herself with brands or

products that are ‘starting new’, ‘hoping for a better future’ and

are innovating and taking risk for these

purposes.

Sustainable GrowthFocus Group 2: Youth

11-13 YearsOld

It is unlikely for children 11-13

years old to contemplate on

sustainable growth but with

interest they might engage in

an environmental or social cause.

Products or brands that provide a virtual social

network through this, summer programs and

communities can be educational and

attractive to them.

14-17 YearsOld

As more aware of environmental,

social and economic issues, sustainability and green living may

start gaining meaning.

They can become want-to-be-green

consumers and find the ‘green

products’ and ‘fair-trade’ labelingsattractive and appropriate for their forming

identity.

Going green is becoming

mainstream, but is still an ‘alternative’

and ‘cool’ subculture..

18-22 YearsOld

While some stay as want-to-be-green consumers, others may become Really Green Consumers and look deep into “how and what do

companies produce? What does green,

organic, eco mean? Who among my

friends cares about these?” knowing more about these

issues can push the consumer towards mindful consuming

and differentiateamong peers.

22 Yearsand Older

Moving onto career or family, time and resource constrain

may limit the consumer on

learning more and spending money on

a product.

Although they want to prefer products with positive impact, not being able to afford it can cause frustration.

• Brands that have economical offerings or purchasing groups might be appropriate.


It is likely for people with discontinued

education to not run into the

‘sustainability’, ‘green’ and ‘slow’ hype. They would not feel left out

either, and facing career issues,

changing consumption

habits for future generations may

seem unnecessary.

Hedonistic Sustainability

Being respectful to the environment and considerate of the future does not have to be a burden, it can be a luxury

CollectiveIndividualism

Loneliness can be avoid and social cohesion can be maintained in an individualist society that acts collectively

GlocalizationLocal cultures and identities can easily

become global through WWW and markets

Mindful Consumption Knowing what and how to consume empowers the consumer and prepares a more sustainable future

Collective Individualism is formed by individuals who position themselves in a similar group of individuals with shared qualities. Some may seek uniqueness, some experience loneliness in the individualistic world and urbanizing spaces or some are rejectors of modernization and other notions.

Mindful Consumption originates from the world-leading trend Consumerism. Increase of knowledge and technological opportunities enable the consumer to be empowered through making “good” choices for oneself and also the world.

Glocalization is the transformation of local cultures and identities to globally renowned worlds of their own. While this opens them to being exploited, it can also open up new spaces for awareness.

Hedonistic Sustainability*: is the idea that what is good for environment does not have to be an economic burden on oneself. Previous understandings of “green” or “eco-friendly” products are changing as they are becoming more visually pleasing and entail hedonistic details.

*term was originally coined by Bjarke Ingles for architecture.

All four categories are being pulled away from each other in The Age of Polarization… until they merge to become amalgams.

The way to rebalance the polarization is through connecting the complimenting aspects of contradictory trends and creating links

between individuals and meanings.

In a multicultural landscape like Turkey, contradicting trends combined to become one would seem only natural.

Marketing

Future of Consumption: Turkey