How do we change consumer behavior?


Paul Borawski is asking the big question this month… “What is the most important challenge the quality community faces in ensuring that the value of quality is fully realized for the benefit of society?”

Answer: How do we change consumer behavior?

At the end of the day, the power lies in the hands of the consumer… Us.  When we convince ourselves that purchasing quality is what we demand and back that up with our actions, then quality is what will be supplied.  As long as we continue to accept less, that’s what we’ll get.

As quality professionals, I would suggest we have an even greater responsibility to share our knowledge with others here.  We’re so quick to talk cost of quality at work, but how often do we mention the benefits to our friends and family?

A friend of mine recently commented that Deming’s handwriting was so impeccable.  Doesn’t that make sense?

There are two primary misconceptions I think exist that really hinder society from the full benefit and value of quality.  Here they are:

Quantity is better than quality. 

Quality costs more, not less.

Raise the voice.  Spend wisely.




1 Comment

1 Comment

  1. Daniel Zrymiak  •  Jun 11, 2013 @1:36 pm

    I agree and I practice this in small purchases, making me a “snob” of tea (Tazo, not Tetley or Red Rose), mustard (Grey Poupon or Maille, not French’s), coffee (Starbucks or Tim Horton’s, not Maxwell House or Folgers), and beer (craft brews, ideally brewed to 1516 Bavarian purity laws; not industrial Molson’s, Coors, or illegitimate Budweiser that did not originate from the Czech city of Budweis). As I mature, my appetite and capacity to consume declines and my palate becomes more refined so that instead of consuming in quantity, I must choose wisely and obtain the most satisfaction from my experience.