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What is underconsumption core?
Essentially underconsumption core is a rising trend that showcases items that have found a long-term use. They are cherished and highly valued. It shows that old stuff that works doesn’t have a diminished value, just because it’s not shiny and new. In an age of overconsumption, this trend is all about minimalism, which is both sustainable and more cost-effective.
So, it’s all about not throwing stuff away?
Well kind of. It’s about valuing what you have, recognizing that if it aint broke, don’t bin it. Examples people frequently cite feature things like water bottles, trainers, books, backpacks etc. One social post reads “perfume collection” across a lone bottle of perfume.
Sounds smart. But does that mean you just never throw anything away at all?
No, obvs things get exhausted and need to be replaced – there’s no pride in hanging on to stinky old socks. And this isn’t about never acquiring new things. It just suggests we should be thoughtful with our purchases and consider the impact both on what we actually need, but also the environment and our own personal finances
Makes sense. So, what’s this in response to?
Well, there’s a consumer focus on things that have lasting value and sustainable. This is partly in response to wasteful fast fashion and the fact that constantly acquiring new stuff tends to be unfulfilling and costly. It’s part of the counter “insta-polished-lifestyle”. Not everything is ephemeral.
So newer isn’t always better?
Exactly, and that’s where Employee Value Proposition development comes in.
Just as underconsumption core advocates for valuing what already works, a strategic approach to developing an Employee Value Proposition (EVP) involves building on existing strengths rather than wiping the slate clean. When developing an EVP, it’s crucial to start by examining existing materials—data, previous value propositions, and company history. This foundation informs how an organisation’s offering is defined and communicated.
So why revisit things at all?
Well, like underconsumption core, this doesn’t mean never adapting, adding or binning what doesn’t work. But it does mean ensuring that we don’t habitually wipe the slate clean (and get rid of useful stuff) every time we take another look at what defines an organisations’ offering.
How do I know what to keep and what to get rid of?
One of the key benefits of returning to fundamentals is the ability to identify gaps in your employer brand proposition that may not align with the current lived experience of employees. By stripping back unnecessary layers, you can focus on what truly adds value. Sometimes, this process reveals that elements thought to be outdated are, in fact, more valuable now than ever.
It’s about lasting value then?
Exactly, and that’s what underconsumption core is all about. A sound EVP will have some common truths running through it that draw on the successful legacy of an organisation. Of course, things change, companies evolve, but the spine of their promise will have a resonating truth that lasts.
How do you avoid this becoming the stinky socks of EVPs?
Well, there’s room for new things. As companies grow and adapt they need to remap what they stand for and redefine the give and get to understand their value proposition and employee experience. Maybe they’ve expanded into a new territory or merged. There’s a justifiable need for new stuff to be added.
So, it’s OK to treat yo self?
Totally, just like when you might pick up a new hobby, move house or have a big life event. And in any case, who doesn’t like something new and glam once in a while? EVPs are the same, plus technology is evolving so there are constantly new opportunities to evolve your brand and communicate with internal and external audiences.
I guess what matters most is that what we’re adding is authentic and valued?
Snap.
A strong EVP is like underconsumption core—it draws on the legacy and lasting truths of an organisation. While change and evolution are inevitable, the core promises of your employer brand should resonate over time. Our Outthink index helps you achieve this, by telling you today’s story and allowing you to track your progress over time.
