#126 Slowing Down - Professor Giana M. Eckhardt

"Engaging in activities like walking as compared to faster forms of transportation or doing yoga or things that really slow down the body are important but it's active things that slow down the body. In other words, not just laying on the sofa, which we all like to do at the end of a hard day of work, but it's active slowing down." Giana Eckhardt

 

Giana Eckhardt and I chat about some of her research into the concept of deceleration or people's desire to slow down. Giana explains that deceleration involves three elements: embodied deceleration, technological deceleration, and episodic deceleration. We share some experiences of walking the Camino de Santiago. We chat about the benefits of deceleration and the positive impact it can have on our lives. The conversation then shifts to how businesses are responding to these needs. We also touches on ethical consumer behaviour, such as the slow fashion and slow travel movements, and the surprising benefits of inconvenience in bringing meaning and joy to people's lives.

 

Giana M. Eckhardt is Professor of Marketing and Vice Dean, Executive Education and Engagement, at King’s Business School, King’s College London, and a Fellow of the Academy of Social Sciences. Giana is a leading expert in the field of consumer behavior, consumer culture, consumer ethics, branding and the sharing economy, publishing regularly in journals such as Harvard Business Review, Journal of Marketing, Journal of Marketing Research, and Journal of Consumer Research. She is co-author of The Myth of the Ethical Consumer (Cambridge University Press) and co-editor of Handbook of the Sharing Economy (Edward Elgar). She is past co-chair of the Consumer Culture Theory conference, and current co-chair of the Association for Consumer Research conference. Giana is Associate Editor of Journal of Consumer Research, and is on the editorial review board of Journal of Marketing. Her research has won awards and has been featured in outlets such as The Wall Street Journal, The Economist, The Atlantic, Fortune, Vogue, Scientific American, The BBC, and on National Public Radio. She teaches brand management to MBA and executive MBA students.

 

Connect with Giana

On LinkedIn

 

Resources Mentioned

Craigberoch Business Decelerator

The Myth of the Ethical Consumer by DeVinney Timothy, Giana M. Eckhardt, and Pat Auger