Phase 6 of ending: The Aftermath.
An emotional reflection on what has passed
As a consumer journey ends, emotions often run high. The aftermath phase is a time of reflection—emotional, volatile, and often chaotic. Unlike earlier stages in the consumer lifecycle, where experiences are carefully designed and predictable, the end is unstructured. It’s a stark contrast, but it’s also where true growth and understanding can emerge.
Why is this phase so volatile? People navigating the aftermath may feel fresh anger, regret, or even guilt about their decisions. For some, it’s a fleeting moment of frustration, easily forgotten; for others, it’s a period of deep introspection. While companies typically gather feedback during this time, focusing on reviews or ratings, there’s often little support for meaningful reflection that connects individual actions to the broader consequences of consumption.
Finding Meaning Amid the Chaos
Reuven Feuerstein, a noted cognitive psychologist, argued that without organizing information meaningfully, we experience life as a disjointed series of episodes. This "episodic grasp of reality" makes it challenging to connect experiences to a larger narrative—particularly at the end of a consumer lifecycle.
At the start of a consumer journey, brands orchestrate meaningful, emotional connections: polished advertisements, immersive experiences, and promises of transformation. But at the end? Communication often fragments into a mix of unstructured messages and disjointed experiences. The result is a loss of meaning and missed opportunities for learning.
To counter this, fostering deliberate reflection becomes essential. As John Loughran, an educational psychologist, points out: “Experience alone does not necessarily lead to learning; deliberate reflection on experience is essential.”
The Power of Reflection
A practical framework for reflection during the aftermath phase is Borton’s Development Framework, which simplifies the process into three steps:
What?
What happened during your journey? What choices were made? How did the company, product, or service perform?
So What?
What were the consequences of those choices? How did your decision impact your life, the environment, or others?
Now What?
What actions can you take to improve future outcomes? How can you change habits, adopt better practices, or advocate for meaningful changes?
Most companies stop at the “What” or “So What,” asking consumers for feedback to improve their offerings. However, going deeper—to the “Now What?”—can foster long-term relationships, joint accountability, and even personal growth.
Real-Life Examples of Meaningful Aftermath
IKEA Buy Back Program, launched in 2020, highlights how brands can actively shape the aftermath phase. Instead of leaving consumers to grapple with waste or clutter, IKEA offers a structured way to return used products for vouchers. This circular approach not only addresses waste but also repositions IKEA as a partner in reducing environmental impact.
Alumni Networks: Building Lifelong Connections Educational institutions like Stanford have built robust alumni programs to help students transition into life after graduation. These networks provide emotional and practical support while fostering lifelong connections between the school and its alumni. Similarly, businesses are seeing the value of alumni networks to maintain relationships and unlock opportunities.
Glassdoor: Reflecting on Employment Experiences Launched in 2008, Glassdoor provides a structured way for employees to process and share their reflections about previous employers. Beyond venting frustrations, Glassdoor helps departing employees contribute to a knowledge base that benefits both future job seekers and companies.
Shifting the Narrative
The aftermath phase isn’t just a time to rate, review, or move on—it’s an opportunity for consumers and businesses to reflect deeply on the wider impact of consumption. By fostering structured reflection, brands can strengthen their relationships with consumers while enabling meaningful change. Reflection may not always lead to glowing reviews, but it can spark greater understanding, accountability, and, ultimately, a more sustainable future. Let’s make the end as intentional as the beginning.
