New Chameleons: How to Connect with Consumers Who Defy Categorization

The New Chameleons is a book that discusses how to engage with the new generation of consumers who identify as members of multiple subcultures and how to stand out among the competition. It was awarded the NYC Big Book Award 2021 in the Marketing & PR category.

Format: Paperback / softback
Length: 296 pages
Publication date: 03 February 2021
Publisher: Kogan Page Ltd

Consumers are evolving, but the marketing categories that have traditionally been used to define them remain stagnant. This new generation of consumers, who have grown accustomed to the seamless blending of their various brand identities, expects products and advertising to cater to their diverse preferences rather than pigeonhole them into specific subcultures. Whether male or female, engaged in work or play, online or offline, these and other traditional market categories are no longer relevant in today's landscape.

The New Chameleons delves into the strategies and approaches necessary to effectively engage with this evolving consumer base. Global consumer behavior expert Michael R. Solomon guides marketers to transcend their conventional categories and communicate with consumers as unique individuals rather than as mere market segments. He elucidates how traditional marketing is rooted in the assumption of boundaries between us and them, the individual and the collective, producer and consumer, work and play, humans versus computers, and editorial versus commercial. Solomon then highlights how these boundaries are gradually eroding, as individuals identify with multiple subcultures, seek collective advice before making purchases, blur the lines between online and in-store shopping, embrace consumer-generated content, embrace fluid gender identities, incorporate gamification strategies into work, and witness the growing popularity of identity marketing.

Written with a blend of history, data, experience, and practical examples, The New Chameleons is a valuable resource for marketers of all levels, seeking to offer products and services that resonate with consumers in the present and future. By embracing the changing dynamics of consumer behavior, marketers can adapt and thrive in this dynamic marketplace.

Weight: 412g
Dimension: 215 x 137 x 26 (mm)
ISBN-13: 9781398600041