Trendwatch: Post-demographic consumerism
Vicki LoomesTrendwatching.com
Back in 2014, we started talking about postdemographic consumerism (PDC). Around the world, consumers of all ages and in all markets aren't behaving as they 'should'. Instead, they're constructing new identities more freely than ever before – and it's becoming increasingly impossible to predict their actions or attitudes using traditional demographic identifiers, such as age, gender, location and income.
PDC is a key trend for any brand or business to have on its radar. But we're still far from a world where every consumer is able to freely pursue identities of their own choosing....