Published Nov. 15, 2011

A good friend who lives in the Adirondacks was visiting this past weekend. On Saturday, she told me about a new venture in which she’s involved in Saranac Lake. When the Ames Department Store closed in 2002, it left the area’s residents without a place to buy many of life’s essentials.

David L. Rawle

Wal-Mart sought to enter the area, but that wasn’t what the Adirondack folk wanted. Instead, they envisioned a store that was their own — a community store. Owned and operated locally. A place that reflected their values, and their needs.

The idea was to raise $500,000 from the locals, in $100 shares. And no one would be allowed to have more than 100 of the 5,000 shares. That would assure the store’s democratization. It took five years, but they raised the money. And, lo and behold, it was the lead story in Sunday’s New York Times business section.

So what’s that all about? Don’t the people up in Saranac Lake know there’s a recession on? What motivated this risky move to do it themselves?

I think it’s part of a trend we’re seeing in other places, substantiated by a wide variety of research. It’s about the increasing importance of relationships; going with what we know, seeking stronger relationships with our brands, buying local and putting values ahead of value.

As consumerism has declined, the importance of relationships has increased. A Civano Living study of boomers last month concludes that, “With their careers matured or the economy limiting their financial choices, boomers are reprioritizing and more focused on relationship building.”

The statistics support that conclusion. In Civano Living’s survey of boomers, 87% believe ‘caring for others is an important ingredient to make a purposeful life;’ 90% want their home to be an enticing gathering place for family and friends; 93% want to put more intention into their ‘health and well-being;’ 89% feel strongly that ‘it is in our self-interest to improve our energy independence;’ and 84% believe ‘each generation has a duty to make the world a better place for the next generation.’

This shift to putting values so high among boomers’ priorities is manifesting itself in consumers’ seeking products and services from companies that are committed to sustainability and responsible corporate citizenship.

People want closer relationships with each other and with the companies with which they do business. They want a conversation. They want to be part of it all.

That’s why the Saranac Lake Community Store came into being and will no doubt be successful.

The recession has brought us all closer together. And we seek now to strengthen those bonds. The opportunity for companies is to seek ways to grow the experience you provide your customers. That’s all about empathy and connections. It’s all about recognizing that your customers want a relationship with you, and you need to make that possible in a variety of ways. And you would be wise to consider your own corporate values, how you’re living them and how you’re sharing them with your customers. They matter.

David L. Rawle is founder and chairman of Rawle Murdy, a Charleston-based marketing, advertising and public relations firm.