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  • People would rather be rewarded for their efforts than their consumption
  • People would rather be rewarded for their efforts than their consumption
    Nike (2014) ©
REPORT

Paying with perspiration and trading in Tweets

Brands want people to interact with their products and services - because interaction can take on value as an alternative to traditional currencies. But what's in it for consumers?

Location Central - East Asia / Central America / North America / Northern Africa / Northern Europe / South-Eastern Asia

Scope
"[Brands] haven't looked at consumers as humans for a long time," laments author Bill Hanifin. "Instead, consumers have been considered as commodities to be served with rewards." [1] Yet our decision-making processes are intrinsically human – they’re dictated by our emotions.

Whether chatting with friends, reading an article online, sharing a meal or simply walking down the street, we're constantly interacting with the world around us. These interactions are so intrinsic to our existence that cognitive science suggests they're instrumental in the construction of the 'self' – contrary to more popular individual-centric theories. [2]

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