Prosumers: Between Producers and Consumers

We are all consumers that’s clear. So why come up with a new buzz word you might think? I came across the term ‘Prosumer’ reading an article for enthusiasts building custom gaming PCs for other hardcore gamers, niche I know! But it got me thinking about why this type of consumer is more prevalent and relevant now than ever in our hyper-connected, interest-driven social media world.

So being part of Golley Slater consumer brand team and a big believer in the ‘everywhere shopper’ approach I felt I had to share my thoughts and what I’ve learnt…

SO, WHO ARE PROSUMERS?

Your first thought might be prosumer means professional consumer – personally, I know plenty of people who could take shopping to an Olympic level sport. But it is not that! As it turns out it was first coined by a futurist called Alvin Toffler in 1980. Prosumers is simply a combination of the words producer and consumer.

People are not just passive users of products and services but creators who actively participate in the creation process of the brands they love. Think of them as the DIY generation, empowered by technology and driven by a fan-like passion for customization and creativity with the products they use and interact with. Every consumer with a platform has the potential to be a prosumer.

PROSUMER VS CONSUMER

What sets the consumer apart from the prosumer? Participation. Consumers are typically end-users who purchase and use products or services. In contrast, prosumers are more than just customers; they actively participate in various stages of the product lifecycle, including development, marketing, and distribution. Now that everyone has a social platform to some extent, passive consumption is rarer as people share more and more of their daily life.

Prosumers often engage deeply with brands, contributing their insights and feedback to shape product features and improvements. They might be influencers or creators who collaborate with brands to co-create content, promote products, and even help in their distribution. For example, many influencers on platforms like TikTok and Instagram partner with their favourite brands to create sponsored content, showcasing products to their followers.

Prosumers can also be enthusiastic fans or micro-influencers who organically endorse and sell the brands they love. They generate user-created content, such as reviews, tutorials, and unboxing videos, creating a bank of content and opinion for brands to utilise.

Some important traits of prosumers include:

Customisation: They crave personalised experiences and products tailored to their specific needs and preferences.

Community: Prosumers often belong to online communities where they share knowledge, ideas, and feedback.

Tech-Savvy: They are everchanging with technology and use it to create, share, and consume content.

MORE RELEVANT WITH BRANDS THAN EVER

Generation Z and Alpha are driving the rise of prosumers. These digital natives are accustomed to having a say in everything, from the clothes they wear to the content they consume. They expect brands to be transparent, authentic, and to involve them in the process.

The Impact on Consumer FMCG Brands

Prosumers present both opportunities and challenges for consumer FMCG brands. On the one hand, they can be valuable co-creators, helping brands to develop innovative products and providing constructive feedback. On the other hand, they can be demanding, with an unfeeling approach to brands around transparency, ethicality and consumer nurturing; in other words, there’s little room for mistakes.

Gaming and Social Media: A Prosumers’ Playground

Gaming and social media platforms are fertile ground for prosumers. These digital spaces allow them to create, share, and collaborate with others. For example, many gamers create their own streaming content and challenges, expanding cross media content from artwork to stories that elaborate and build on the worlds they love, becoming a fan economy of its own.

Examples of Prosumers

DIY Beauty Enthusiasts: Many consumers are turning to DIY beauty products, creating their own cosmetics and skincare regimens. Food Bloggers and Influencers: These individuals create their own recipes, share cooking tips, and often collaborate with brands.

Gaming Communities

Online gaming communities provide a platform for prosumers to create content, participate in beta testing, and even contribute to game development.

Crowdfunding Platforms allow individuals to fund their own projects, often with the help of a community of supporters. A good example was Fallout London a mod that created missions for a much-loved franchise. Was heavily supported by fans but could have been much better supported and managed by the original game creators.

FINAL THOUGHTS

For brands, social listening to what prosumers are creating and reacting to gives valuable insight to where brands can further develop their own offering, whether it’s NPD or simply staying ahead of its competitors with the latest trends.

Recognising that these type of consumers and fans want to be more involved with the products they love – they have platforms and they’re using them effectively. Prosumers can be your active ambassadors, widening your appeal and audience. Catering to them by giving them communities tools, guidance, curated assets, and focused activations to get creative and express themselves through the products they love while sticking to brand values is a sure way to keep everyone is happy.

Paul Sheldon
Snr Creative