The Soul of the New Consumer: Authenticity - What We Buy and Why in the New Economy

David Lewis , Darren Bridger

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In Circulation

Every facet of the new economy, from buzz marketing and new retailing technologies to internet shopping, has dramatically altered not only how we buy but what we buy and why. In an era of 'cheap is chic', wealthy shoppers haggle to win even the smallest discounts ; gray consumers buy more rap and techno music than anyone else and are the fastest growing group of internet users ; and the Web and the power of micro-marketing have revolutionized forever the means of wooing new customers. New Consumers are taking over the world and redefining the very meaning of consumerism and the marketplace.

As likely to be affluent over-fifties as ambitious under-thirties, New Consumers defy traditional marketing concepts and segmentation by age, gender or income. In pursuit of the authentic experience, New Consumers come together in their defining drive for all things 'real', in everything from food to fashion, foreign holidays to furniture, technology to spirituality. Their attention and interest have shifted from commodity to authenticity. In an affluent world now saturated with affordable products there are three new scarcities - time, attention and trust.

This major book shows how these can be won by 'giving the soul control' rather than putting customers on the 'customer is king' pedestal. New Consumers are taking over the world and redefining the very meaning of consumerism and the marketplace. As likely to be affluent over-fifties as ambitious under-thirties, New Consumers defy traditional marketing concepts and segmentation by age, gender or income. In pursuit of the authentic experience, New Consumers come together in their defining drive for all things 'real', in everything from food to fashion, foreign holidays to furniture, technology to spirituality. Their attention and interest have shifted from commodity to authenticity.

Over the past decade, Lewis and Bridger have been at the forefront of researching the New Consumers - studying their lifestyles, observing behavior and watching the steady rise in their numbers, influence and economic power. Here, for the first time and with example from Starbucks to Dyson, they report the results of their work, including Amex's use of computer technology to create intimate protraits of individuals - what the author's call 'tastepace'.

Regardless of product or service, for companies large and small, The Soul of the New Consumer gathers research from marketing, psychology, social trends and economics to present the first ever profile of the

What will you learn from this book

  1. Shift Toward Authenticity: The book likely explores how consumer preferences are shifting towards authentic products and experiences in the new economy.

  2. Consumer Empowerment: Discussing how the new consumer is more empowered and informed, seeking products and brands that align with their values and principles.

  3. Importance of Trust: Highlighting the crucial role of trust in consumer-brand relationships and how authenticity contributes to building and maintaining trust.

  4. Brand Transparency: Emphasizing the need for brands to be transparent in their operations, values, and messaging to resonate with the new consumer.

  5. Impact of Technology: Discussing how technology, social media, and digital platforms influence consumer choices and amplify the importance of authenticity.

  6. Value Alignment: Exploring how consumers now seek brands that align with their personal values, beliefs, and ethical considerations.

  7. Brand Storytelling: The power of authentic storytelling in creating a connection between the brand and the consumer, fostering a deeper emotional engagement.

  8. Sustainability and Social Responsibility: Discussing the rise of environmentally and socially responsible consumerism and how brands are adapting to these expectations.

  9. Experience Economy: The book may explore how the experience of purchasing and using a product or service is becoming as important as the product itself.

  10. Adapting Business Strategies: Providing insights for businesses on how to adapt their strategies to meet the demands of the new consumer, emphasizing authenticity in marketing and product development.

Language English
ISBN-10 1857882466
ISBN-13 9781857882469
No of pages 256
Font Size Medium
Book Publisher Nicholas Brealey Publishing
Published Date 24 Feb 2000

About Author

Author : David Lewis

NA

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