Consumer Behavior Trends: Meet the Postmodern Consumer

Introduction

• Forget what you know about consumer behavior

1. Postmodernism and the End of Marketing Categories

• Meet the postmodern consumer
• Consumers buy horizontally
• From market segmentation to markets of one

2. Why You Should Forget the Fundamental Marketing Dichotomies

• Meet today's consumer: The new chameleon
• Today's consumers don't distinguish between young vs. old
• Today's consumers don't distinguish between male vs. female
• Today's consumers don't distinguish between me vs. we
• Today's consumers don't distinguish between offline vs. online
• Today's consumers don't distinguish between sellers vs. buyers
• Today's consumers don't distinguish between self vs. possessions
• Today's consumers don't distinguish between reality vs. fantasy
• Today's consumers don't distinguish between humans vs. computers
• Today's consumers don't distinguish between work vs. play

3. Earthshaking Trends in Consumer Behavior

• Consumers are eager for diversity
• Consumers are eager for personalization
• Consumers are eager for simplification
• Consumers are eager for sustainability

Conclusion

• Connecting with the postmodern consumer