Uber recently imagined a marketing campaign focused on three injunctions: “Walk, share, save.” The brand’s objective was to push UberPool – its new carpool service created for its youngest customers – to the fore. So first of all: “Walk”. Walk to your Uber ride’s meeting point, obviously, but walk also to get to the real world shops and restaurants because Internet is not the only reality. To walk implies to make some efforts to get something, which can be pleasant. A good reminder. Then comes: “Share”. Share what you don’t use or don’t use anymore. Share also your workspace, your car, your apartment. Or your experiences, your feelings and your memories on social media platforms. Isn’t our new society based on sharing? Damn those who don’t share. And finally: “Save ». Thanks to private, privilege or exceptional sales, outlets, special offers and deals, vintage and other networks – more or less confidential – offering exclusive access, it’s little to say that the knack and manner of saving can be declined ad infinitum. Who dares saying they are insensitive to this promise? What does a “normal” price mean?
To make an effort, to share and to buy cheaper describe new consumers’ behaviors encouraged by brands and retailers. For example, to make an effort can mean to cook dinner yourself (sometimes), to practice sports (once in a while) or to care (just a tiny bit) about what you eat. It can also means walking a few minutes rather than waiting at home for a delivery. Sharing can become synonymous with more altruism, empathy, less waste and a longer product life. Saving is not always to be understood as trying to save money. It can also mean to make a better use of what you buy or to be more tuned to the seasons in order to make more meaningful purchases.
What does UberPool finally teach us? That in the new consumption model, there are those who provide (brands) and those who want (consumers). Each needs to take a step towards the other. This is the price of saving.