While the consumer culture is rapidly changing, the way large advertiser market their products to consumers is largely relying on theories developed early in the 20th century. While many of these techniques are widely used and largely effective, they are ignoring an important change in the way consumers think about things and behave. And by doing so, risk irrelevance as the 21st century develops further.
This talk discusses the various ways in which the consumer mindset is fundamentally changing and leading to winning brands finding values as a central theme in maintaining their competitiveness.
It is no longer enough to simply bombard consumers with messages that aim at telling what they should do or how they should feel. Instead, the 21st century consumers increasingly uses products to express what is important to them and how they see the world.