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

Lewis, David; Bridger, Darren

3.85

26 ratings by Goodreads

9781857882988: Soul of the New Consumer: Authenticity - What We Buy and Why in the New Economy

Softcover

ISBN 10: 1857882989 ISBN 13: 9781857882988

Publisher: Nicholas Brealey, 2001

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The New Consumer's Revolution: * Why buzz beats hype * Why cheap is chic * Why brands must be authentic * Why segmentation is dead * Why advertising must reinvent itself * Why New Consumers loathe 'doing the shopping' * Why individuals' Tastespace will triumph in the marketplace New Consumers are revolutionizing the world of business, our culture and social expectations. No longer confined by gender, age, ethnicity or income, they are breaking down barriers, shattering stereotypes and redefining the very meaning of consumerism and the marketplace. From traditional to online retailing, from tracking coolhunters to exploring tastepace, The Soul of the New Consumer unearths the very essence of New Consumer's behavior - their drive for authenticity - and goes far beyond the simple concepts of how we shop or what we buy to answer the most important question of all: why. 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. 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 independent, individualistic, involved and well-informed consumers who are challenging the way marketing, selling and business are done.

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Review:

Why are people shopping, and buying, the way they do? The Soul of the New Consumer intriguingly explores today's marketplace reality, along with ways that businesses can adapt to keep pace. Authors David Lewis and Darren Bridger--chairman and head of retail research, respectively, at an international consulting firm--suggest that consumers in years past were "conformist in their purchasing patterns and motivated largely by a desire for convenience." But these days, they write, an increasing number are independent, informed, and distrustful of anything that does not ring true. Manufacturers, suppliers, and service providers hoping to stay on top of the market should therefore find their subsequent analysis and accompanying suggestions both thought-provoking and practical. They include: utilizing unique design to make products original (such as the low-priced wristwatches that grab buyers through novel appearance); spotlighting charismatic leaders to boost a company's credibility (such as Richard Branson at Virgin and Anita Roddick at The Body Shop); building trust in specific market areas and among individual consumers (through specialization and personalized messages); and striving for sincere buzz rather than phony hype (as exemplified by successful low-budget promotions for The Blair Witch Project versus failed big-dollar campaigns for Godzilla). --Howard Rothman

About the Author:

DR. DAVID LEWIS is a Chartered Psychologist and co-founder and Director of Research at independent research consultancy Mindlab International. The author of over 30 books, including The Soul of the New Consumer (also published by Nicholas Brealey Publishing) and Impulse, David has been dubbed the father of neuromarketing for his pioneering studies on analyzing brain activity for research and commercial purposes. www.thebrainsell.co.uk

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