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Cultural consumer

This new type of consumer values creativity, design and the power of personal values. These consumers will look toward companies that can "present an offering that solves a problem, does some good, and delivers aesthetically". They also look for products that engage the senses as a way to discern truth. In other words, they believe what they can experience. Authenticity is paramount, and stories and images are powerful means for communicating messages.

Although cultural consumers may have once represented a small segment of the population, this group is rapidly expanding through access to technology and the Internet. Recent research indicates that these consumers are connected, active in their communities, and creative. Additionally, they "aspire to be viewed as thinking, expressive human beings rather than mass market targets."

References

References

  1. Martin, P. (2007). ''RenGen (Renaissance Generation): The Rise of the Cultural Consumer and What it Means to Your Business.'' La Crosse, Wis.: Platinum Press {{ISBN. 1-59869-134-1
  2. [http://blog.ogilvypr.com/2008/01/the-cultural-consumer/] {{webarchive. link. (February 17, 2010)
  3. [http://patricia-martin.com/pm_downloads/AmericanLifeandCultureSurvey_OCT_19_09.pdf Patricia Martin: American Life & Culture Survey]
  4. [http://adage.com/cmostrategy/article?article_id=122869 Article in AdAge magazine]
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