Sociomerism is bold new powerful driver of consumer choice. In fact what your social network will say about what you buy almost predisposes the consumers’ choice. In today’s hyper-connected world where social networks define rules of engagement in personal life, they are doing so in brand choices also.

While this is a relatively new phenomenon, some maven brands are catching upon this new trend.

The Coke ‘Honesty’ commercial is clearly an example of leveraging Sociomerism. As a consumer you are least likely to talk about Coke, the brand and the liquid, in glowing terms. Who will ever want to upload a picture consuming Coke? Who will ever hear good comments about your love for Coke? But when the same Coke opens up and speaks about sugar, obesity and possible ills of the category, the world doesn’t snigger at it. The world stands up and applauds.

So why will Sociomerism get big and powerful as we move forward? Here are four possible reasons:

1.  We live in a world of choice saturation. Buying new things no longer gives the same joy and hearing applause on the choice.

2.  Status is the differentiator humans seek. Brands are the equalizer and a celebration of choosing the brand is the differentiator.

3.  Consumerism is not a good word: consumerism cannot be celebrated. Consumer movement is a different ball game. Sociomers will actively seek newer consumer movements to enhance their social status. They will force more and more brands to come out of closet and be honest.

4.  Sociomers will seek more and more customising options to drive online chatter. Till date, buying has not been a two-way street. Buying things did not generate conversations. Today, sociomers want buying to generate chatter. This makes them feel powerful.

Younger consumers who are wired differently drive the new experience economy. Merging experiences with ownership is something that comes naturally to them. Brands now have to be ready to face them!