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Rolf Jensen
The Dream Society
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How we will get to the Dream Society
In Denmark, eggs from free-range hens have conquered over 50 percent of the market. Consumers do not want hens to live their lives in small, confining cages; they want hens to have access to earth and sky. Consumers want what could be called "retroproducts"; they desire eggs to be produced under the technology and methods of our grandparents-the old-fashioned way.
This means that the eggs become more expensive - more labor intensive - but consumers are happy to pay an additional 15 to 20 percent for the story behind the egg. They are willing to pay more for the story about animal ethics, about rustic romanticism, about the good old days. This is what we call classic Dream Society logic. Both kinds of eggs are similar in quality, but consumers prefer the eggs with the better story.
What has happened? The egg is a fine, traditional product that has been part of our diet for centuries. Now, however, a story has been attached to the egg. That's an irrational element insofar as it does not reflect any difference in quality. But it's a profitable element too, since it turns out that the consumer is prepared to pay 15 to 20 percent more for the added story. We concurred that here was a new and important trend. In 5 to 10 years this could be the way eggs will be produced everywhere. Eggs from hens stuffed into tiny cages will be a rare occurrence; such cages will probably be outlawed. The new story about animal welfare and romanticism will be victorious. The egg market has acquired a new dimension; it no longer consists of a standardized commodity, mass-produced at the lowest possible cost.
With the egg, we had spotted a track leading to the future. Could this hold the key to the future of business and selling consumers products and services? After we debated the issue and stockpiled examples, the conclusion became evident: Stories and tales speak directly to the heart rather than the brain -so went the overall theory. In a century where society is marked by science and rationalism, by analysis and pragmatism, where symbol analysts hold the highest positions of society-this is precisely where the emotions the stories and narratives, the values all return to the scene. The term Dream Society suggested itself. The market for dreams would gradually exceed the market for information-based reality. The market for feelings would eclipse the market for tangible products.
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