The “wise consumer” label cannot be applied to any old consumer of goods and service, but a person who puts true care and time into his or her purchasing decisions. Therefore, the “wise consumer” is going to purchase good and services that are meaningful in the present along with the future, and this involves the economical cost and benefit.
For instance, I could see this person paying money for an experiential service like going to a spa or wellness retreat for even just a weekend in order to take an important pause in their life. Paying money to go to a place like this may seem unnecessary, but it is a purchase that can have life long benefits afterward. This service will be both physically and mentally restorative in the moment, but it can also impact one’s future mindset. Taking time to reflect and reconsider one’s life goals and priorities can greatly increase one’s quality of life. A “wise consumer” would see this as both a moment to exhibit their openness and growth potential along with experiencing transcendence.
Along with this kind of service, a “wise consumer” is probably interested in making intentional, well-researched transportation decisions. They will think about going beyond getting from point A to point B, but they will consider their carbon footprint, the costs attached to how they travel, and the ability to potentially incorporate fresh air, their environmental wellness, and exercise, physical wellness, into their traveling routines. Someone who is eco-minded may consider creating a carpool system with friends, taking the bus over car, or even riding a bicycle, rollerblading, or canoeing to work in order to exercise while getting to their job. I was struck when I visited the Chesapeake Bay Foundation’s headquarters in Annapolis that the people working for this environmentally centered organization did not just talk the talk about living sustainable, low impact lifestyles, but they actually spent money on canoes to paddle across the bay to get to work. This idea of accomplishing multiple goals with one purchase, even if it is a little more expensive, definitely resonates in a wise consumers’ mind.
Design principles that would serve the “wise consumer” would include durability, high quality matched with equivalent if not minimal cost, smart product features that help the consumer, and sustainably made, if that is part of their values. Now I will apply what features I think are important based on my discussion above of an experiential service and transportation product.
For the spa/wellness retreat, the building should be a space that is intentionally built stressing the values of the retreat center like openness. If the participant is into being eco-friendly, it being LEED certified would be great. The architectural look of the building should have lots of windows, light wall colors, and overlooking a natural setting to add a calming aesthetic. There could even be some sort of water wall or waterfall like sculpture or fixture. This may seem to mimic the design of our very own Wellness Center, and this is on purpose because I have learned about many of the architectural designs and little features behind the making of the building. Because this is a service and not a good, quality job training for employees is a must in order for the guest to experience the best customer service and attendance to their needs. Also because this is more of an intangible experience, I think it would be a great idea to give guests a notebook to jot down thoughts, ideas, or reflections and maybe even informational sheets that give them tangible takeaways to remember from their weekend experience. For instance, the guest will not arrive home and just remark that it was fun and relaxing, but she will say she has techniques and thoughts to apply to her lifestyle for the future to increase her quality of life.
On the other hand, for the canoe transportation scenario, a “wise consumer” would be concerned about the durability of the canoe he is purchasing because it is not a cheap item, so he wants to make sure it will last for a while his primary form of transportation to work. This connects to research that this consumer would make on what materials constitute the canoe. Depending on this person’s values, wood or plastic, even recycled plastic, would be considered before purchasing. Fancier features like pockets or dry drawers would be a plus in the design to protect the worker’s work bag if using the canoe to get to his occupation. A final feature could be some sort of exercise tracker to tell the employee how far he is traveling to make him feel proud of the exercise that he is putting in on his way to work. Seeing a mileage tracker is a tangible way to feel good about his method of nontraditional transport.