Chameleon Consumers

Barry Pritchard

Argues that there is an urgent need for brand marketers to understand the `chameleon consumer', who changes his/her emotional needs constantly in different environments.

Chameleon Consumers

Barry Pritchard

Karma, Karma, Karma, Karma, Karma Chameleon. You come and go. You come and go (George ODowd, aka Boy George)

George oDowd, as his alter ego Boy George, became the ultimate absorber of cultural influences. He knew about putting together colour, styles and fashion like no one else. He wore makeup, skirts and very unconventional hats. His highly distinctive style incorporated his mix of gender and aesthetic extremes from punk to cool. So are these complex influences exhibited in consumer behaviour today? Have the old segregations and typologies run their course, and do we need new...

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