craft ecomony

    More on the craft economy.

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    One current marketing trend in America, partially caused by the recession, is the craft economy.  People learning to cook at home, fix their broken stuff, use better quality, better value products – a la craft beer. But beyond the recession, as America’s leisure time has become a bit more focused on technology (TV, video games, social networking) I see some blow back from those who want more…and they are turning to the craft economy. Both as buyers and sellers. 

    This morning I drove past a McDonagh’s Milk delivery truck and realized this small local dairy is schlepping milk around in glass quart bottles.  It made me want to drink fresh milk. There were no ads on the very spare truck, yet I felt something and did something (like write about it.)  If the craft economy can by its very nature drive demand, it needn’t rely on advertising – and that is why I know the craft economy is for real. Our town just started a local farmer’s market, and it’s filled with craft economy buyers and sellers. Communing about craft.

    So where do people go on the web to find craft people and products? And who will curate that web content?  Who will determine what is craft and what is mass-produced, junk economy material?  I suspect some entrepreneur will latch on and use Yelp-like rating to do it.  But that’s not particularly crafty.  Let’s see who wins. Because it’s coming. Peace!

    A crafty view forward.

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    Gentrification is often seen as a bad word. It’s happening in Brooklyn, Oakland, Brixton and well beyond. Frankly, gentrification is a sign of economic progress. It’s also a demographic phenomenon; a changing of the boomer guard. The Brooklyn surrounding the Barclay Center is very different than it was 10 years ago. The Norwegian enclave in Bay Ridge is no longer what it was decades ago. We are an economically driven, upwardly mobile society when the economy allows. And with so many stories of gentrification, it seems the economies are on the mend.

    I talk a lot about the craft economy – an economy where “junk” products and services shipped here in containers from China are less welcome. Where it is better to buy something for more money that won’t go into a landfill in 18 months. Where tradesman and craftswomen are more interesting to talk to than investment bankers. Where lettuce grown on your own property tastes better than something wrapped by Dole in plastic bag.

    The craft economy is about taking pride in your planetary contribution. Dialing down pesticides and PVCs. Living a healthier life so you needn’t pump the body up with pharmaceuticals. It’s about fixing up neighborhoods. And reaching out to all kinds of people, to learn the crafts of yesteryear and create the crafts of tomorrow. Marketers are learning from the craft economy. Go forth and prosper.

    Peace.

    A Business Meme: The Craft Economy.

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    A little bit of a 4-trick pony when I land on a market insight, I ride it and ride it and milk it in What’s the Idea? Todays trick is The Craft Economy.  Words are important, brand planner agree, and the word “craft,” according to Jeremiah Owyang, may not do my craft economy business meme justice. Jeremiah feels it may suggest more “arts and crafts” than I intend. Michaels Stores kind of things.  The reality is, the word was borrowed more from craft beer than the ribbon and button set.

    To me the craft economy is about craftsmanship. It’s about building things that last. Physical things that can be passed down through generations – not thrown into the landfill.  Things we repair. In my current Henning Mankel book, a character suggested civilization took a turn for the worse when we stopped darning our or socks.

    As technological advances create more leisure time for Americans and Europeans we need to find more life-positive things to do with our hands and minds.  The TV, eating, drinking are not the best of pastimes.  By focusing on save-the-planet activities we will save ourselves.  That’s the craft economy. And maybe there is some art in that.

    Peace.