Consumers are changing but the marketing categories used to identify them have not.
Engage with this new generation of consumers who increasingly take for granted that products and advertising will blend their multiple brand identities rather than market to them as a specific subculture.
Male or female, work or play, online or offline.
These and other market categories are no longer relevant as modern consumers defy traditional boundaries and identify as members of multiple subcul.
Kogan Page The new chameleons: how to connect with consumers who defy categorization, paperback/michael r. solomon
