We are living in a post-demographic consumerism world (and I am a post-demographic consumerism girl): Curtis argued that consumption patterns can no longer be predicted by age, gender, location, income or family status, because we live in a world of post-demographic consumerism. In other words, it is lifestyles, mindsets and attitudes that drive consumption patterns, not the generation into which you were born. Take Netflix. In 2016, Todd Yellin, the VP of product at the streaming platform, explained how he put traditional demographic markets into ‘the garbage heap’ and instead placed viewers into ‘clusters’ of taste profiles. And far be it from us to contradict the best practices of a company worth more than $4bn.
Silence is Golden: Brands must stop bombarding people with newsletters and emails and give consumers some peace, argued Fjord, ushering guests into a dark room where meditation videos were playing. And then just as the soothing imagery and sounds began to take their desired effect, the peace was broken by loud video clips and Fjord staff yelling into megaphones. Despite forcefully driving home message that brands risk alienating people if they refuse to temper their communications strategy, Fjord offered no solutions for how marketers could still do their jobs while leaving people alone.
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