Are you a Postmodern consumer?

Marketing to Postmodern consumers: introducing the internet chameleon by Geoff Simmons

 

Consumers are a set of fragmented pieces that require a greater number of products to meet the needs of these different pieces. Consumers aren’t committed to any single lifestyle or belief system. They do not “present a united, centered self” but a jigsaw of different preferences and selves. In principal postmodern consumer is:

1.  avoids commitment
2.  construct self-image through consumption
3.  decentered
4.  switches self-images
5.  obsessed with appearance
6. style is substitute for identity
7.  meaning of products are individualistic meaning each product can mean different things to different consumers
8. right here, right now attitude – perpetual present
9. lack of depth

1)      

The postmodern consumer is a result of postmodern society where identity confusion and fragmentation of the self are principal characteristics. However, it may be a time when people move away from trying to be individualistic and begin forming more bonds. These bonds then become neo-tribes or people connected for interaction mostly for an area of consumption. This leads to postmodern consumers seeking both the above listed individualistic experience as well as communal experience.

Consumers need to be allowed to construct for themselves different styles, forms and types of the same product, to utilize in their representations of different self-images in different situations.” This leads to production and consumption becoming simultaneous. The internet allows the possibility for consumers to interact with companies to create individualistic product and service experiences.

Collaborative customization is the consumer and company colluding to design and produce products that interest the consumer. An example of this is the Mini car. On their website you can customize the car according to your needs and wants.

Although consumers develop individual identities, they do not like to it alone or too large communities. Studies suggest that consumers form brand communities. These online tribal communities have developed based on four elements: people, purposes, protocols and technology. Virtual networks are becoming a part of everyday conversations. For companies to enter this area their brand proposition has to be “highly compelling”.

Brands can develop consumer communities through their websites where consumers can discuss anything. This way the community has a direct connection with the brand. Another way to engage the community is by having a brand blog. Sharing insights and opinions on blogs is a powerful means to bringing forth messages. Consumers lead the way and some blogs have the power to virally spread a positive or negative message about the brand. Businesses need to bring their own blogs and spread their thoughts to stimulate consumer interests. That way they can regain some of the brand equity.

Personal Response

I think that the idea of individualism is a bit hazy simply because even people who say they are individualistic have most likely copied everything from someone else or copied large pieces from others. Yes, people are more individualistic but I would argue people have always even in our postmodern society conformed to some ways. Putting aside extreme cases my opinion remains that people use someone else as a model for self-representation.  I think that the internet is just an over-simplified way of interacting, which almost forces people to come together.