Book details

Have you ever wondered why buzz beats hype, why cheap is chic, or why new consumers loathe "doing the shopping"? New consumers are revolutionizing the world of business, our culture norms and our social expectations. No longer confined by gender, age, ethnicity or income, new consumers are breaking down barriers, shattering stereotypes and redefining the marketplace and the very meaning of consumerism. From traditional to online retailing, from tracking "coolhunters" to exploring "tastespace," The Soul of the New Consumer: Authenticity-What We Buy and Why in the New Economy by David Lewis and Darren Bridger unearths the essence of new consumer behavior, explores the drive for authenticity over commodity and goes far beyond the simple concepts of how and what to answer the most important question of all-why?  In an affluent world saturated with affordable products there are three new scarcities-time, attention and trust. Over the past decade, Lewis and Bridger have been at the forefront of researching these new consumers and, here, they report their observations. For companies large and small, no matter what their service or product, The Soul of the New Consumer provides the first profile of the independent, involved and well-informed new consumer who is challenging the way marketing, selling and business are done.  "The Soul of the New Consumer is likely to shape the marketing messages you see, hear and read in the first years of the new century. The authors offer lucid analyses of a wide range of sales related issues, incorporating and building on the insights of a dazzling array of thinkers. For anyone in the business of sending those messages, it's an enlightening and compelling guide."  -BookPage US March 200   "This is such an enjoyable book, and an important and timely one, too…should become required reading."  -Tim Waterstone, Management Today March 2000