Unpredictable individualism: the world of customer divergence

This article explores the issue of people frequently changing their minds and having inconsistent preferences, which is driven by a barrage of influences from friends, family, and followers.

Unpredictable individualism: the world of customer divergence

John Sills

Just a few weeks ago, I was having dinner with five white middle-class friends. All in their mid-30s, all married, all homeowners and all with steady jobs in or around London. We were a segmentation dream, neatly sat together ready to have our stock photo taken and be labelled with a two-word alliterative title.

Looking round the table, I noticed something odd, though. Two of us were wearing normal, old-school watches. Another one had a classic 80s Casio. There was one without a watch, one with a Fitbit and one with...

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