Are Consumerism And Populism Converging?

Not to exclude other countries, but every U.S. citizen is a customer many times over, and a vast number of customers are citizens as well. But does this dual identity mean anything? Five years ago, I would have answered, “That’s an obtuse question.” But today, the question is anything but obtuse–and answering it will help us understand a very important and still evolving dual dynamic.

Anger is becoming the order of the day

Most Americans today are angry, somewhere on the spectrum from irritated to outraged, with ongoing movement towards the latter. What’s yanking their chains? Institutions–big banks, the rest of the business community, government, even religion–forces shaping lives with perceived indifference towards people – whether customers or citizens.

Customers show no mercy

In their customer lives, many people have developed a thoroughly bad attitude towards business. The airlines say they have to charge more to survive? “Cry us a river.” Branded package goods prices keep going up? “To hell with your brand. Generics are just fine by us.” The big three finally start making decent cars? “Hey, you stuck it to us for too long. We ain’t comin’ back.” Supermarkets try to pass on higher whole sales prices? “CostCo, here we come.” Pimply, adolescent salespeople who don’t know squat from shinola selling upscale electronics? “Where’s the door? And where’s the nearest Best Buy?”

Not much loyalty left. Even less empathy and consideration. It’s not a dog-eat-dog world. It’s becoming a dog-eat-seller world.

Citizens are up in arms, as well

When citizens live within customer bodies (or is it the other way around), bad attitudes bleed over from one side to the other. While our citizen sides haven’t advanced as fast along the anger curve, they’re catching up – fast. Get caught in a compromising situation? “Next election you’re toast.” Don’t share our every value? “Don’t want you representing us on anything.” Seems like there are more litmus tests than issues. Go back on key campaign pledges, as you’ve always done before? “This time, we’ll nail you to the wall.” Want to develop wind-powered electricity? “Keep those ugly towers out of my back yard…and out of my ocean.” Make a gaffe in public? “We’re dying to watch it on cable TV, so we can laugh at you…and diss you.”

It’s becoming a cruel world out there for politicians, too.

Customers and citizens are becoming two sides of the same coin

Now we’re seeing customer and citizen behavior blend together and reinforce each other. Manipulating gas prices on us? “Let’s pass an excess profits tax and take our money back. Need more money for roads and schools? “With prices so high, we can’t afford it.” Want to campaign against union representation? “We’ll pass a law so you can’t.” Leaving customers you finessed into bad mortgages twisting in the wind? “Let’s force you to take a haircut on them. And while we’re at it, let’s empower bankruptcy judges to ‘cram down’ new loan terms on you.” Lose our investments with irresponsible gambles? “We’ll outlaw your business model…and hopefully hang you from a yardarm.”

The days of government’s historical laissez faire and caveat emptor attitudes towards buyer-seller problems are over…at least here in the U.S. Remember, government is of the people, by the people and for the people. People are taking the “for” much more seriously. You do something untoward towards us? “We’ll have the government take you down.”

Our customer and citizen behavior are co-mingling.

Am I over-painting the picture? Maybe. Maybe not. Regardless, customers and citizens are finding their voice. It’s the same voice. And it’s damned loud. Already we see emergence of both a customer bully-pulpit and a citizen bully pulpit. But it’s the same pulpit, one side facing forward, the other side facing back.

Meet the new boss, who’s not the same as the old boss.