--- title: "The100: Zero consumers, survey design and George Washington" description: Death by monetisation  The social internet is dead. “[…] the internet, as we have known it, has evolved from a quaint, quirky place to a social utopia, and then to an algorithmic reality. In this reality, the primary task of these platforms is not about idealism or even entertainment — it is about extracting as … image: https://hello.watchmethink.com/hubfs/The100%20Banners%20(1920%20x%201080%20px)%20(48).png --- [![Bombayworks logotype](https://hello.watchmethink.com/hubfs/raw_assets/public/WatchMeThink_September_2023/images/wmt-logo_inverse.svg "Bombayworks logotype")](https://watchmethink.com/) - [What we do](https://watchmethink.com/#) - [Watch Me Explore](https://watchmethink.com/what-we-do/watch-me-explore) - [Watch Me Develop](https://watchmethink.com/what-we-do/watch-me-develop) - [Watch Me Use](https://watchmethink.com/what-we-do/watch-me-use) - [Watch Me Shop](https://watchmethink.com/what-we-do/watch-me-shop) - [Who it's for](https://watchmethink.com/#) - [Consumer Insights](https://watchmethink.com/who-its-for/consumer-insights) - [Shopper Insights](https://watchmethink.com/who-its-for/shopper-insights) - [Category Management](https://watchmethink.com/who-its-for/category-mangement) - [Innovation & Product Development](https://watchmethink.com/who-its-for/innovation) - [Sensory & Consumer Science](https://watchmethink.com/who-its-for/consumer-science) - [Packaging](https://watchmethink.com/who-its-for/packaging) - [Marketing](https://watchmethink.com/who-its-for/marketing) - [About](https://watchmethink.com/about) - [The 100 Blog](https://blog.watchmethink.com/) - [Contact](https://watchmethink.com/contact) - [Login](https://watchmethink.com/dashboard) - [Sign up](https://watchmethink.com/#) - [Corporate users](https://watchmethink.com/account/register/client) - [Request registration here](https://watchmethink.com/account/register/client) - [Consumer](https://watchmethink.com/account/register/contributor) - [Get paid to review products](https://watchmethink.com/account/register/contributor) Menu # The100: Zero consumers, survey design and George Washington - Home - [Blog](https://hello.watchmethink.com/blog) - The100: Zero consumers, survey design and George Washington - [Blog home /](https://hello.watchmethink.com/blog) [Alistair Vince](https://hello.watchmethink.com/blog/author/alistair-vince) 11/10/2023 [The100](https://hello.watchmethink.com/blog/tag/the100), [Homepage](https://hello.watchmethink.com/blog/tag/homepage) [0 Comments](https://hello.watchmethink.com/blog/the100-zero-consumers-survey-design-and-george-washington#postComment) 2 Minutes --- ## **Death by monetisation**  [The social internet is dead](https://om.co/2023/10/15/social-internet-is-dead-get-used-to-it/)*.* *“\[…\] the internet, as we have known it, has evolved from a quaint, quirky place to a social utopia, and then to an algorithmic reality. In this reality, the primary task of these platforms is not about idealism or even entertainment — it is about extracting as much revenue as possible from human vanity, avarice, and narcissism*.” There are some great anecdotes on the argument-machine that is X (nee Twitter): a sick fish, virtue signalling algorithms, and fake news.  I’m actually coming to the end of my time on X, and I hardly use other social media channels apart from LinkedIn, which anyway is currently rumbling towards dullness at a rate of knots. So what’s next? ## How do you win at nothing? The [zero consumer](https://www.mckinsey.com/industries/retail/our-insights/zero-consumers-what-they-want-and-why-it-matters) is the future consumer. Defined as omnichannel shoppers, *zero consumers* scrimp and splurge at the same time, they’re not loyal to brands, and they care about health and sustainability (even though they aren’t always willing to pay for it). ## 1 day in May I’ve previously mentioned we’re putting on an event in May 2024 about *Understanding people not like you* (if you’re interested in coming, it’s free, just [let me know](https://docs.google.com/forms/d/e/1FAIpQLSfU_zYw6WBzXcsMM7N7oAFXZuVLwl2a9tQ5MW4Js5lwzCVxaw/viewform)).  We’ve already got a growing list of stunning speakers lined up, some of whom have published some rather interesting things this week, including: **Steven Lacey** (speaking in May)  …who worked with ad agency Leo Burnett to produce the [Pop Pulse report](https://leoburnett.co.uk/poppulse/): *British life in limbo*.  **Andrew Tenzer** (speaking in May)  …who argues that [young people lack the historical perspective needed to understand culture](https://www.marketingweek.com/marketing-individualistic-neoliberal-worldview/?):  *“Looking back and forward with a critical perspective is vital to our much-vaunted quest for human understanding. Are we really qualified to talk about culture when our knowledge is incomplete and our worldviews so narrow?”* **Lord Ritson** (not speaking in May; I tried, I really tried)  …who published a banger on [bad survey design](https://www.marketingweek.com/ritson-badly-designed-surveys/) where he says:  “*The sooner we wake up to bad research design and the impact it is having on a false global consciousness, the sooner we will appreciate the remarkable absence of consumer agency in saving the planet*.” For those speaking in May, these [tips on how to give a better-than-average talk](https://smallpotatoes.paulbloom.net/p/how-to-give-a-better-than-average?) are both fun and useful: go shorter, go simpler, but make them “onioney”. ## Client x agency mind meld Shane O’Leary wrote [a guide on moving from agency (ad agency in this case) to client side](https://www.linkedin.com/pulse/springfield-shelbyville-guide-moving-from-agency-client-o-leary/?).  Amongst many gems, after moving client side, he said wanted to be a mixture of *“pain in the a\*\* client who pushes agencies to do good work”* and *“empathetic client who understands how agencies really work”* …said in jest, but he has a point, and that point is mutual respect. Honesty, time & respect featured heavily in my work on the client / agency relationship. You can read the core findings from what I uncovered [here](https://docs.google.com/document/d/1YYQPt3rvaqIdfqjdXxU48-skCNiYm2tR6S9qNNZQSA4/edit) (if GDocs doesn’t work for you – just [email me](mailto:alistair@watchmethink.com) and I’ll send you the PDF).  And I loved this from a friend of *Watch Me Think*, Sinae Hudson, who posted [3 sentences that send shivers down the insight manager’s spine](https://www.linkedin.com/feed/update/urn:li:activity:7125034239250608129/). The contributions to this are amazing, well worth a read with a nice strong cuppa.  ## And finally… Helen Lewis (speaking in May) wrote this [lovely tribute to Matthew Perry](https://helenlewis.substack.com/p/matthew-perry-the-best-friend-i-never?utm_source=substack&utm_medium=email). For any *Friends* fans out there, get reading… Aside from English and Spanish, [what are the most spoken languages in every US state?](https://www.visualcapitalist.com/cp/the-most-spoken-language-in-every-u-s-state-besides-english-and-spanish/) German as it happens.  And let me leave you with this absolute masterpiece of a sketch from SNL: [imagining George Washington’s dream for America](https://t.co/liZtGpxPD3). Absolute gold.    --- #### Tag: [The100](https://hello.watchmethink.com/blog/tag/the100) [Homepage](https://hello.watchmethink.com/blog/tag/homepage) #### Share: - [Follow us on Facebook](http://www.facebook.com/share.php?u=https://hello.watchmethink.com/blog/the100-zero-consumers-survey-design-and-george-washington) - [Follow us on Twitter](https://twitter.com/intent/tweet?url=https://hello.watchmethink.com/blog/the100-zero-consumers-survey-design-and-george-washington&text=The100:%20Zero%20consumers,%20survey%20design%20and%20George%20Washington) - [Follow us on Linkedin](http://www.linkedin.com/shareArticle?mini=true&url=https://hello.watchmethink.com/blog/the100-zero-consumers-survey-design-and-george-washington) - [Follow us on Pinterest](http://pinterest.com/pin/create/button/?url=https://hello.watchmethink.com/blog/the100-zero-consumers-survey-design-and-george-washington&text=The100:%20Zero%20consumers,%20survey%20design%20and%20George%20Washingtondescription=Death%20by%20monetisation%20The%20social%20internet%20is%20dead.&media=https://3461170.fs1.hubspotusercontent-na1.net/hubfs/3461170/The100%20Banners%20%281920%20x%201080%20px%29%20%2848%29.png) --- --- ## From the archives If you like The100, maybe even found it vaguely enjoyable (steady now), you can have a ganders at our previous issues. Fill your boots. [The100](https://hello.watchmethink.com/blog/tag/the100), [Homepage](https://hello.watchmethink.com/blog/tag/homepage) 19 September, 2025 #### [The100: Uber’s research playbook, online delivery models and polyphonic ringtones](https://hello.watchmethink.com/blog/the100-ubers-research-playbook-online-delivery-models-and-polyphonic-ringtones) UberCool Back in 2017, Uber had a problem. Passengers were so unhappy with UberPool that Uber… [Read More](https://hello.watchmethink.com/blog/the100-ubers-research-playbook-online-delivery-models-and-polyphonic-ringtones) [The100](https://hello.watchmethink.com/blog/tag/the100), [Homepage](https://hello.watchmethink.com/blog/tag/homepage) 05 September, 2025 #### [The100: Expanding time, talking to animals and Chile’s Atacama Desert](https://hello.watchmethink.com/blog/the100-expanding-time-talking-to-animals-and-chiles-atacama-desert) SharkNinja’s $16B+ Product Machine SharkNinja must see more launches than a shipyard. Each year… [Read More](https://hello.watchmethink.com/blog/the100-expanding-time-talking-to-animals-and-chiles-atacama-desert) [The100](https://hello.watchmethink.com/blog/tag/the100), [Homepage](https://hello.watchmethink.com/blog/tag/homepage) 22 August, 2025 #### [The100: The price of American made, judgement economies and 1880s hipsters](https://hello.watchmethink.com/blog/the100-the-price-of-american-made-judgement-economies-and-1880s-hipsters) Does your brand need to be polarising to be successful? From their grand palaces of ‘hot takes’,… [Read More](https://hello.watchmethink.com/blog/the100-the-price-of-american-made-judgement-economies-and-1880s-hipsters) - Get started - [Login](https://watchmethink.com/account/login) - [Sign up: Corporate User](https://watchmethink.com/account/register/client) - [Sign up: Consumer](https://watchmethink.com/account/register/contributor) - Resources - [Terms for Thinkers](https://watchmethink.com/terms) - [Terms for Adhoc Work](https://watchmethink.com/terms-for-adhoc-work) - [Terms for Subscriptions](https://watchmethink.com/terms-for-subscriptions) - [Terms for Agents](https://watchmethink.com/agent) - About - [Contact us](https://watchmethink.com/contact) - [About us](https://watchmethink.com/about) - [Blog](https://blog.watchmethink.com/) - [Privacy policy](https://watchmethink.com/privacy) - [Equality, diversity and labour standards](https://watchmethink.com/equality-diversity-labour-standards) - Social - [LinkedIn](https://www.linkedin.com/company/watch-me-think) - [Twitter](https://twitter.com/watchmethink) ![cyber-essentials-plus](https://hello.watchmethink.com/hs-fs/hubfs/WatchMeThink_September_2023/images/cyber-essentials-plus.png?width=96&name=cyber-essentials-plus.png "cyber-essentials-plus") ![mrs-logo-cps](https://hello.watchmethink.com/hs-fs/hubfs/WatchMeThink_September_2023/images/mrs-logo-cps.png?width=216&name=mrs-logo-cps.png "mrs-logo-cps") ![watch](https://hello.watchmethink.com/hs-fs/hubfs/WatchMeThink_September_2023/images/watch.png?width=213&name=watch.png "watch") Watch Me Think © 2025. All rights reserved. ![](https://px.ads.linkedin.com/collect/?pid=1498698&fmt=gif) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Alistair Vince", "url" : "https://hello.watchmethink.com/blog/author/alistair-vince" }, "dateModified" : "2025-12-05T11:45:13.023Z", "datePublished" : "2023-11-10T07:02:00.000Z", "headline" : "The100: Zero consumers, survey design and George Washington", "image" : [ "https://hello.watchmethink.com/hubfs/The100%20Banners%20(1920%20x%201080%20px)%20(48).png" ], "mainEntityOfPage" : { "@id" : "https://hello.watchmethink.com/blog/the100-zero-consumers-survey-design-and-george-washington", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://hello.watchmethink.com/hubfs/wmt_logo_rgb_for-web-1.png" }, "name" : "Watch Me Think" } } ```