Trendwatch: Virgin consumers

Henry Mason

The constant pace of innovation has made Virgin Consumers of almost everyone. But while they might be unfamiliar with a certain product, brand or sector, they are not clueless or naïve.

Trendwatch: Virgin consumers

Henry MasonTrendwatching.com

The staggering pace of consumer-facing innovation means that everyone is now at times, if not constantly, a Virgin Consumer, that is someone who is unfamiliar with many of the products, services and experiences they experience. But far from being coy, Virgin Consumers will try out, experiment with, and lust after, these new brands and experiences more than ever before, as long as they are effortlessly simple, intuitive, and, of course, enjoyable.

Evidence abounds of the Newism-fuelled hyper-innovation trend (Admap,October 2012) that is the fundamental force driving the creation of Virgin Consumers. Today,...

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