SCHMIDPREISSLERBRIEF©
SchmidPreisslerConsultants · Innovative Strategic Advice - Research - Analysis - Market Solutions · Established 1961
September 2025
Is consumer goods marketing amenable to revision, or do we need to rethink it?
The latter, in our opinion, is the case! Consumer goods marketing as we know and practice it today emerged in the 1950s and 1960s. Hoping for peace and freedom, people in the aftermath of World War II set out with energy and success to create a new quality of life for themselves. They "rolled up their sleeves" and discovered consumption as the reward for their work.
From a society that experienced hardship and misery, a new society emerged: the consumer society. And with it emerged a marketing style that continues to shape the rules of supply and demand to this day. Growth at any cost became a strategy.
People experienced the "scent of the big wide world." "Higher, further, faster" and, above all, "more" became a philosophy of life. With the goal of creating prosperity for all, Ludwig Erhard invented the "social market economy" in Germany, and the Americans became a model for how to stimulate reluctant consumerism. "Quick" became a strategy, trends, and the economic miracle was born.
What Ludwig Erhard emphatically stated in his economic strategy "Prosperity for All" has been overlooked: Moderation is the prerequisite for lasting prosperity. Today, we are seeing people giving consumption a new format. We are seeing people reordering needs and wants on their journey from a consumer society to a knowledge society. This alone tells us: Marketing, as it has been practiced for decades, can no longer shape the thinking and working practices of those responsible for the future of companies.
The transformation processes that the economy is undergoing, climate change and the daily new developments in the geopolitical scene, the exploding national debt of the countries that dominate the global economy, and wars are framework conditions that make "business as usual" impossible.
We need to rethink consumer goods marketing. We call this new marketing thinking and practice "Marketing 2050."
- "Marketing 2050" is value-driven marketing that doesn't focus on the consumer, but rather on people living in the knowledge society.
- "Marketing 2050" is marketing that uses common sense and appeals to them. It thus corresponds to people's desires and ideas about life and experiences.
- "Marketing 2050" is our motto in strategy consulting. Market position, growth, and value creation are based on a company's DNA. Products and services are characterized by a unique selling point (USP), always supported by a brand that is the face of a company, reflecting its culture, spirit, soul, and ESG values.
- "Marketing 2050" is the foundation for future success.The SchmidPreisslerBrief team, Christina Schmid-Preissler (Dipl.-Volksw.), Maximiliana Schürrle (Dipl.-Soz.), Alexander Schürrle and Franz M. Schmid-Preissler send their regards. If you'd like to discuss "Marketing 2050" with us, please feel free to contact us at any time. Diese E-Mail-Adresse ist vor Spambots geschützt! Zur Anzeige muss JavaScript eingeschaltet sein!
Your F. M. Schmid-Preissler
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SchmidPreissler International Strategy Consultants GmbH · Ismaninger Straße 140 · D-81675 München · Tel. +49 89 139 29579
Für den Inhalt verantwortlich (MStG): Franz M. Schmid-Preissler - Anschrift siehe oben
