The document discusses how the term "consumer" can have negative connotations and distance companies from customers. It suggests reframing how customers are referred to, since they offer more value than just consumption. Studies show using identity frames like "individual" instead of "consumer" can make people feel more responsible and cooperative. The document argues for giving data a positive direction by focusing on empowering customers and creating shared value through connection.

1. Hacking H(app)iness – How to Give Big Data a Direction
John C. Havens

2. www.happathon.com www.johnchavens.com
@happathon @johnchavens

5. Our Digital Identity

6. I sync therefore I am.

12. Hacking H(app)iness / Positive Psychology

13. “Do you watch the 11 o’clock news?

15. 1) Turn to the person next to you.
2) Pick someone to go first (Person A/B).
3) Regard each other.
4) Person A: “What are you grateful for?”
5) Person B: “I’m grateful for…”
6) Person A (repeat): “You’re grateful for..”
7) Repeat the process.

16. If you want your
life to count,
you have to
take a count of
your life.

17. The Internet Economy

19. “Consumers typically have no notice or
knowledge about the data sources used in
scores predicting their behavior or
characterizing them. Consumers typically
have no rights over the data about
themselves, and consumers usually have no
ability to control use of the data.”

21. The Empowered Digital Consumer

25. Reframe and Rename, “The Consumer”

27. Remember how I started this chapter calling
you a consumer? Remember how it
distanced us, putting us at arm’s length? I
did that to prove to you that words matter.
You have more value to give to the world
than as a vehicle for consumption. You can
richly contribute to other people’s lives while
also deeply appreciating other people’s
worth. You can participate in shared value on
a personal level and create intrinsic happiness
in our Connected World.

28. Consumerism and its Antisocial Effects Can be Turned On – or Off
Northwestern University, April 2012
The last experiment presented participants with a hypothetical
water shortage in a well shared by four people, including
themselves. The water users were identified either as
consumers or individuals. The “consumers” rated themselves
as less trusting of others to conserve water, less personally
responsible and less in partnership with the others in dealing
with the crisis. The consumer status, “did not unite; it divided.”

30. 31
Do We Need a New Word for “Consumer”?
An investigation into how customers really feel about the word “consumer”
A customer intelligence platform provider that helps
companies build communities of customers they can
use for ongoing feedback and insight.
Oregon Based
grocery chain
with 131
locations in
Washington,
Oregon, Idaho
and Alaska.
The Players
Global provider
of life essentials
with leading
brands such as
Huggies,
Kleenex and
Pull-Ups.

31. 32
How Customers Feel About the Word “Consumer”

32. 33
What would Customers really like to be called?

33. 34
Stop calling them Consumers!

34. Big Data’s New Direction

37. Thank you!

38. www.happathon.com www.johnchavens.com
@happathon @johnchavens