Psychographic profiles matter more than consumers' status
Britain is a society in which 'mass' marketing solutions no longer really work. In the past ten to 15 years, we have seen a wholesale shift away from collective values towards individual ones, which, not surprisingly, coincides with the rise of the digital age and the free and easy access to information and media that come with it.
While we have always been known as a nation of obstinate individualists, it is only during this recent period that we have really had the opportunity to explore this individualism to its full.
This shift has had – and will continue to have – a massive effect on the marketing communications industry, forcing it to rethink its business models and the way it identifies and targets audiences.
CHANGES IN SCALE