Whatever you choose to call it, the expansion of consumer tastes and styles in (and even more amazingly between) categories ranging from music, books, fashion, food, cars and beyond is quickly changing the rules for branding, marketing and economics. Many assumptions about consumer behaviours are dissolving before our eyes. One recent study paints a picture of the consumer of 2020: more income, less time, more choices and new spending patterns will make it tricky to understand purchasing decisions that fluctuate according to category or even time of day. The study argues that getting closer to consumers will be key, not only in understanding the kinds of experiences customers crave, but also in harnessing customer insight in the process of innovation itself. For marketers, not being tuned into changing consumer patterns will make an increasingly difficult job all that much harder.
Some recent, related articles from around the way:
As the Long Tail concept picks up more and more mainstream steam, expect even more discussion (and concrete numbers to back up the theory) on the move from mass to niche markets.
Exploring the economic and social changes of increased choice.
- Coca-Cola designer bottles (from psfk)
You know it's time for a break when Manolo Blahnik and Wayne Rooney are designing Coke bottles.