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« Obvious hotel tip | Main | Color matters »

Profligate

When I walked into my hotel room the other night, I was amazed to discover that no less than 18 lights were on (all traditional bulbs) and that the heat was set on three different thermostats to a toasty 75 degrees in honor of winter.

Then, when I got home, the $125 watch I had ordered from Amazon was waiting for me. The box for the watch contained four pamphlets, a small velvet bag, a cleaning cloth and was more than 10 inches by 3 inches by 3 inches in size. It weighed well over a pound--just the presentation box, not the watch.

In both cases, I don’t think I would have noticed or cared just a few years ago. Today, both feel wrong. Not all of your customers will feel this way. Many will embrace willful waste as a sign of confidence or luxury. But as more customers change their worldview about waste, you need to consider who you’re talking to and what you’re saying.

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Listed below are links to weblogs that reference Profligate:

» Wilful Waste from Business Opportunities And Ideas
Seth Godin today wrote about the wilful waste he encountered at a hotel recently: When I walked into my hotel room the other night, I was amazed to discover that no less than 18 lights were on (all traditional bulbs) and that the heat was set on t... [Read More]

» Marketing Guru Concerned About Waste from IF!
OK, ok, we've been banging on about this subject for ages. But it's nice to see the marketing folks catch up on the waste their industry is creating. In his blog, Seth Godin says: When I walked into my hotel room the other night, I was amazed to discov... [Read More]

» Threat To Direct Mail from The Agitator
Here's a subtle example of the forces aligning to diminish the future viability of direct mail.Seth Godin writes here about Profligate. He makes the point that consumers increasingly will be offended by wasteful packaging. It will [Read More]

» Stop the Waste! from Marketing Bombogenesis
I practically broke a sweat when I read Seth Godin's Profligate post about the waste in packaging materials he received with a mail-order watch. I get physically distressed every time I open the bills and pile up all the pamphlets [Read More]

» What a waste... from The Red Planet Blog
Why do shop assistants still put items in carrier bags without asking me if I want one? I despair at the vast amount of collateral I gather if I ever go to McDonalds, and at my local baker's the assistant [Read More]

« Obvious hotel tip | Main | Color matters »