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Market Leader: Quarter 4 2014

New thinking, different perspectives
Sharing and owning: the rise of the hybrid consumer. The new consumer landscape combines previously separate behaviours such as embracing rental with ownership and luxury with austerity, and calls for new kinds of segmentation.

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THE HYBRID CONSUMER

Thought leadership

Sharing and owning: The rise of the hybrid consumer

Vincent Rousselet explores the underlying trends that are driving the development of this new type of consumer.

Hybrid consumers combine previously separate behaviours, embracing rental with ownership and luxury with austerity.


TRENDWATCH

Melanie HowardMelanie Howard

Discounters will still thrive in the post-austerity era


IDEAS AND ISSUES

ideasOver to you

Opinions on multi-touchpoint tech, the subsconscious and comms strategy



CHOPPING BLOCK

Jeremy BullmoreJeremy Bullmore

Britain's strict stance on TV advertising may be helping to protect trust in brands


MORE INFORMATION

Market Leader is the leading strategic marketing quarterly.

It is published by Warc in association with the Marketing Society.

Subscribe now in the Warc Store.


OPINION

opinion

Editorial – Judie Lannon
Get real – life is complicated

Viewpoint – Michael Cross
The data science 'geek cycle'

Speaker's Corner – Patrick Bateson
The crucial role of play

The Last Word – Rory Sutherland
How fairness influences what you spend


LETTER FROM PAKISTAN

Babar Khan JavedBabar Khan Javed

Successful brands must value and empower fans


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