Microculture vultures

Philippa Dunjay

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 dummies. Her irate father comes into the store to demand an apology – are Target encouraging teen pregnancy? Three days later, he returns to apologise himself – his daughter's baby is due in August. Target knew she was pregnant before her own father did.