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...