The client is right and the power

The client is right and the power

The height of the applications for mobiles that allow to value and to boycott to products, companies and Governments impels new references for the consumption.

The power to decide. Perhaps everything is concentrated in that phrase. The consumer vanishes and arises the activist. For some months are arriving at the smartphones a series from applications (GoodGuide, OpenLabel, Check-in for Good, Mogl) that allow, reading the bar code of the product, to almost know it to everything or everything of the article. Origin, ingredients, origin. Or if, for example, their proprietors support to a political party or another one. But perhaps the most revolutionary element is than some apps (BuyCott, Boycott Invaders) offer the possibility of boycotting companies, products or even countries. “A conscious and sustainable consumption can transform the sociopolitical direction of the world”, warns philosopher Javier Sádaba. However, “all this will demand serious social movements and a constant pedagogy”, it adds. It will be possible to align so many planets?

So far it is lived in the era of the consumer and the contradictions. In the past war between Israel and Palestine the BuyCott application was used (that has gotten to be between 10 more unloaded of the United Kingdom and that has users in 196 countries) to send several campaigns in different directions. Of a side, Long Live Palestine, Boycott Israel and Israeli Avoid Settlement Products obtained 350,000 followers. In the other end a rabbi of New Jersey, Daniel Cohen, responded with a.m. Yisrael Buy, one app that identifies the Israeli articles that are commercialized in the United States. Action, reaction.

All the tracks aim at that the passive consumer arrives at his aim. In his place she appears a different person whose image and intentions are very clear. For Iván Pardo, 27 years, programmer settled down at least in Los Angeles (the United States) and founder of BuyCott. “We want to help million people to that they become become fond of activists”. The time is propitious for that change. The power of the consumer, remembers Brown, directly is related, at least in the United States, with the social movements. In that country, the seventy and Sixties of the past century are considered as the time sea bream of the consumer, thanks to pioneering norms as the Law for the Libertad de Información of 1966 (who forces to the federal Government to make public its activities most of), the Law of the Clean Water and the Law of Product Security of Consumption, both of 1972. Today the relief of the change has taken it 15-M, Occupy Wall Street and the proposals anti-globalization next to all that universe of slow food (feeding produced in the zone of consumption, of sustainable natural form). “My objective with BuyCott is to create a platform that amplifies the power of the consumers and that causes that our voices obligatorily are listened to in the companies which we demanded changes to them”, relates Brown. “The corporations would have to be worried because they will never be possible more to be returned to hide of us”.

Órdago is on the table. The letters, thrown. But they will pierce apps of this type or they will vanish in the fragile memory of the consumer? There are doubts. For example, whatsoever the noise generated by the campaign anti Coca-Cola due to the dismissals in one of their embotelladoras ones, the sales in the zone Center only fell a 2%. “This type of boicots usually is very virulent in terms of communication, but they hit little in the account of results”, he maintains Javier Vello, expert partner in consumption of PricewaterHouseCoopers (PwC). It can be. But the undeniable thing is that “to introduce transparency in the system it is good”, observes technologist Enrique Dans. In addition, “the technology reduces the entry barriers to the activism of the consumer”.

The change is enormous, from the simple moment at which it is possible to be scanned, for example, the label of a bottle of Absolut vodka or a stock market of coffee of Starbucks and to know that both support the gay marriage. Or knowledge that the company that elaborates the cereals of your breakfast is against which it is known in the labelling (Demand GMO Labeling) if it has relation with cultures genetically modified. These days the life seems to fit in one app. “There are companies, of which people do not know, that they sell products with harmful contents for the health. Any application that says to him to the usuary one where danger exists has route”, analyzes business angels Rodolfo Carpintier. “Nevertheless, the business model still is about to discover”. Although there are some tracks. “Pay a chronic wouldn't patient by knowing what damage can do him or not and, of this form, to live calmer? ”, raises the entrepreneur.

In this landscape, the information is transformed into being able, money and social change. For the first time in history, the technology allows to buy or to reject a product by ideological criteria. And to do damage to him where it hurts to him more: in the sales and the reputation name brand. During the conflict between Russia and the Ukraine Boycott Invaders was sent, one app that allowed the inhabitants of this last territory to only know — with reading the bar code if the article were Russian to avoid to acquire it.

From this glance, the relation with the buyer is a movement more within a game than it changes deeply. “In the era of the consumer, the old sources of the competitiveness — force in the manufacture and power of the distribution and the information is already only classic virtues. More of the same”, describes Thomas Husson, main analyst of the English consultant Forrester. “Now the companies to be really competitive must be obsessed by the clients. What means that they must have a deep commitment and knowledge of them”, it adds.

In that knowledge they investigate with a simple digital reading of the bar code apps as OpenLabel (envelope informs which people comments of a certain product and only offers reviews of those which the user trusts); GoodGuide (from the criterion of a group of experts it generates a ranking from the 0 to the 10 of more than 150,000 articles according to his nutritional qualities, their social implication and the respect by the environment); Check-in for Good (the clients obtain discounts in their purchases and the companies that participate carry out donations to social causes) and Mogl (he gives back to the companion at table a part of the money of dinner in the restaurants that are affiliates and allows to donate that return to a food bank).

They are only four examples of platforms that demonstrate the advantages that can generate a hyperconnected world. The denomination of José Manuel Mas, ESIC professor, also connects yet that height of the collaborative economy and leads a consumer whom the hand raises and complaint. That it writes in present and not in passive. A new place where some companies have learned that “we lived in an economy in which the appraised assets more is the confidence. Ephemeral and volatile, it takes much in blooming and it is possible to be withered quickly”, it narrates José Luis Blasco, partner of Sustainability of KPMG.

Perhaps, at heart, all this is the prologue of a deep transformation in the values and the form in which it is consumed. This is the hope that guides Gustavo Duch, expert in nourishing sovereignty. “The people are many who enjoy consuming local products, of season, direct of the farmer, and no longer they know nor what is, nor where they are, far from it why serve Mercadonas, Campofríos or Coca… Cocaine what”.


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