Brave new world in ruins

Disillusionment is spreading. Yesterday's saviors are proving to be the gravediggers of tomorrow's freedom.

Amazon, Google, Facebook, the pioneers of a world without borders, a world of "what's in for me", a world of self-promotion and self-deception are constantly making headlines that do not bode well. Virginity and innocence are disappearing faster than we ever dared to dream. The brands that yesterday embodied freedom, democracy and justice are unmasking themselves as cold-blooded profiteers who are trampling their values - which we were only too happy to ascribe to them - underfoot. Big Brother is watching you in a new guise.

Corporate culture, employee orientation and corporate social responsibility seem to have had their day. The indignant customer seems powerless, because habit and indifference keep him in the clutches of convenience. Frank Schirrmacher's monster theory of homo oeconomicus strikes at the heart of an increasingly heartless society. His book EGO, The Game of Life, describes a game of information capitalism that destroys what it lives on. Kronos inevitably comes to mind. Arrogance, power and hubris fuel his fear and he devours his children, who, according to prophecy, will one day topple him from his throne because one survives under the protection of Gaia, Mother Earth. And again the game begins anew and ends because it destroys what it lives on... .

Not so long ago, the world split into old and new economies, only to come to the realization that there is neither old nor new, but only one successful economy. Dreams were shattered, brands destroyed and disillusionment spread among those who spoke of limitlessness.

It is interesting to note that in a survey published by Readers Digest in January of this year on brand trust among Germans, classic brands, such as Nivea, Haribo, Tschibo and Maggi, came off particularly well. In contrast, no one "liked" the big players in the digital world. In any case, you will look in vain for them among the positive examples. The winners of the study seem to have recognized that although awareness is an important aspect, it is the likability factor that ensures customer loyalty. No question: these brands also have to contend with debates and sometimes even scandals. However, those who act authentically and credibly are sometimes forgiven for mistakes. That is why these companies continue to succeed in convincing their customers of the quality of their products, and not just because it is convenient, but because they deliver what they promise and do not promise what could never be delivered. A foundation that holds, even in stormy days.


The article is part of a series of reviews and was first published in the HANDELSBLATT on March 4, 2013.