Culture will eat itself: The importance of microcultures in planning for an increasingly connected and data-driven world

Planning is entering a world where there is more data and more research, and audience profiles have become much more sophisticated.

Microculture vultures

Philippa DunjayAlbion

Culture will eat itself: The importance of microcultures in planning for an increasingly connected and data-driven world

A profusion of data will see planning move away from insight mining to creating microcultures of consumers around a common brand touchpoint.

In Minneapolis, in America's Midwest, a teenage girl swipes her debit card through the Target checkout. She's picking up moisturiser, a large handbag and vitamin supplements. A computer system checks off her purchase against her history, profiles of other teenage girls, profiles of women's purchases – and she's mailed vouchers for baby cribs, maternity clothing and...

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