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11 Jul 2008

The rise of 'lagom'

Posted by: Ed Gillespie

The rise of 'lagom'

Now what the hell is 'lagom' I hear you ask? Has Ed finally lost it? No (well not entirely at least), it's a rather apt Swedish word apparently (and the name of the rather splendid pattern in the picture) which means 'just enough' that was cited in an article in Campaign magazine this week. The piece by Alex Benady is a real corker, a proper sit up and stare type of article that makes you question whether you've accidentally picked The Ecologist rather than the ad industries main rag.

The main thrust of the article, unambiguously titled 'Farewell to Consumerism', is as you'd expect all about whether the naughty (M)admen and women have a role to play in a climate change afflicted, carbon constrained world of declining material consumption? Alex words this rather wittily by describing the industry's behaviour on global warming as being akin to someone farting in a crowded lift and then maintaining an embarassed silence in the hope of avoiding being identified as the source of the stink!

It's no leftwing diatribe either, especially not as even that, ahem, famed eco-warrior and head of the second largest conglomerate in the 'insecurity industry' WPP's Sir Martin Sorrell is making some rather strange noises on the subject (and we're not talking elevator flatulence here either). He's even said that 'conspicuous consumption should be discouraged'...which makes you question what the advertising industry is for?!

Long in denial, the worn out claim from the industry that 'advertising doesn't increase overall consumption - it just shifts loyalty between brands' is starting to look a little thin. So, what's the solution? A bit more 'lagom' obviously, smart consumption, 'fractional ownership' (sharing tools and products on a community basis like car clubs), 'treasuring' (making products last and ending the cycle of in-built obsolescence) and in essence moving back towards a time of restraint and simplicity. Ironic isn't it that the comms professionals mantra might even become a guide to life - Keep It Simple Stupid.

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