The New Consumers

Reaching consumers is a little like pop music - one day, you wake up and Smells like Teen Spirit has morphed into Fergilicious as the dominent vibe. As a marketer, you have to sing in the right key or risk becoming as passe as an ocean crossing in Wooden Ships.

So it’s always interesting when someone dreams up a new consumer model as reported in Ad Age:

Consumer Eyes, a New York-based marketing firm, recently released its first collection of data on the subject in a book titled “Karma Queens, Geek Gods, and Innerpreneurs”

The book identifies 9 consumer types:

• Denim Dads
• E-Litists
• Ms. Independence
• Karma Queens
• Culture Queens
• Innerpreneurs
• Middlemen
• Geek Gods
• Parentocrats

Ad Age has put together a chart with archetypes of each group and a brief description. Gotta love a chart that includes Al Gore, Christy Turlington & Johnny Knoxville. Well done!