Different roles of consumption

For a long time, people were framed in categories. As if they had a barcode. Men, single, rich, 25-39 years old, from the southern region. And from that summary, companies developed products and services for this particular audience.
Nowadays, people play different roles of consumption. People belong to tribes, but not only one.  A person can be sportsman who buy sportswear, participates in events and shares photos on Facebook. The very same person is a householder who buys diapers and watches Discovery Kids.
Only one person. Two different markets. Or even more. Besides, consumers keep changing (a lot).
Today, it is difficult to classify people, because more and more they are split into smaller groups (tribes). When you pay attention to those nuances, you’re more likely to offer what people really want.


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