Todays Market: Egalitarian

On the last occasion, I have delivered the topic of Consumer Behavior. This time, I would like to talk about today’s consumer behavior: egalitarian.

When I was in college, I attended study orientation conducted by the department caretaker. The atmosphere was impressed authoritarian. The senior students acted as they’re the holder of command, and we (the freshmen) must be totally obedient. Study orientation ceremonials had mostly become controversial in my country, but I always try to see the good things in it.

However, the authoritarian atmosphere only lasted while undergoing the study orientation. When we (freshmen) interacted with senior students outside the study orientation days, the situation was different: so egalitarian. We were able to sit together, discuss, even joking and mocking each other as close friends.

In the world of business and marketing, this is the spirit of the current market: parallel / egalitarian. The market /consumer does not want to see a brand as a high tower that is difficult to reach. The market would like to close with a brand that he liked. The market wants to be involved. And the market did not like the variety of ways that authoritarian approached.


Todays Market: Egalitarian
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“Kecap Nomer 1”

In the past, we (Indonesians) often heard the slogan "Kecap Nomer 1 (means: number 1 ketchup)". An advertisement in Indonesian soy sauce that came with dashing and elegant. I wondered what the parameters, at the end of the ad, it immediately said, "Ketchup X is number one." This ad may indeed work effectively when applied to people who are raised by authoritarianism style. People who grew up in a feudal upbringing, relatively resigned to hearing the word " number-one ketchup". They relented and agreed.

But this is different with today’s people / consumer who was born in the age of 80-90 and even the 2000s. They are children who are raised by parents who are starting to realize the importance of cultural dialogue. They educated egalitarian. They may criticize parents when wrong, and the parents are very pleased to apologize.

Consumer behavior is read by Unilever (parent company of Bango). After successfully acquiring Bango, Unilever chose egalitarian way to deliver it with the slogan "it comes from selected black soybean". Bango soy sauce directly targeting the value that they have. Bango reluctant to use authoritarian means. There is no word that Bango says that he is the number one.

The approaching style is also different. Bango chose to hold Food Festivals that have a lower middle class economy and populist. They chose a simple public land, away from the magnificent shopping malls. Bango comes in a hawker street: Sate Maranggi, Soto Kudus, Bebek Sulanjana and some famous national cullinaries in Indonesia. Bango really noticed the communication for egalitarian style.


Todays Market: Egalitarian
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“1 Sendok Untuk 1000 Piring”

In the early presence of Sunlight (dish washing liquid brand of Unilever), Unilever experienced congestion in market perception. Market lower-class mothers were still convinced that the creamy dish soap was cheaper than liquid. Sunlight wanted to change that perception, because creamy dish soap has higher production costs than the liquid one. Sunlight must successfully enter the market.

With a good understanding of egalitarianism. Sunlight avoid authoritarian ads like: "choose Sunlight! It’s cheaper" or " Sunlight is efficient, it’s better than the creamy one". Sunlight comes with communication language which is more touching: " 1 Sendok Untuk 1000 Piring (means: a spoonful for 1000 plates". This sentence is not just a slogan. Sunlight then held various events massively in some corner villages. The mothers were collected, and a host led the mothers in the process of washing 1000 plates using a spoonful of Sunlight. And, boom! Sunlight sold massively. Leading the market.

Sunlight understand the character of the market which is increasingly egalitarian. Sunlight comes to the traditional markets. In the villages. Communicating with the public. Present friendly and prove that he is much more efficient.


Todays Market: Egalitarian
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# AdaAqua

We switched to another brand. Aqua Danone, has a marketing motion with the same pattern. His advertising communication is no longer shows "quality water taken from the selected spring water well" which was used several years ago. then, the selected value is very close to the consumers’ daily activities: concentration. If we lack of fluid, our concentration will be disrupted.

Parallel Interaction was done by Aqua. Whether where the idea came from, Aqua managed to get two Indonesian artists, they both have similar appearances but ambivalent. One is a famous singer with upper middle-class market: Sandi Sandoro, and the other one was a comedian with a lower middle-class market: Narji. Billboards plastered everywhere, the public is invited to guess which one is Narji and which one is Sandi Sandoro. With Twitter’s hestek #AdaAqua.

Aqua put himself in line with the consumer. Aqua does not put himself in a one-way communication which is tended to be selfish and authoritarian. Aqua involves market in marketing interactions. That's the impact of the market which is increasingly egalitarian.


It's been over a month, Keke (my brand) held a digital contest. We called it “KeKe Digital Competition”. Viewers were welcome photographing their children and how to upload it to social media with hestek #KDCselfie. Every day we give prizes for daily winners. Praise be to god, hundreds of photos already uploaded on social media. We were really surprised at the photos uploaded. Although it’s a simple selfie contest, some photos have great quality as if they are professionals.

KeKe wants to present egalitarian. We do not require participants to write "KeKe clothes are comfortable to wear" or " KeKe is cool!". We let the customers judge us naturally. We invite consumers to set the style of the picture, set the selection of clothes, and the background as well. And the results are amazing!

We believe that the market is already bored with the concept of authoritarian. Currently, the consumer prefers to interact as equally. They want to be involved, and leave positive impressions occur naturally.

-Rendy Saputra

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