Our industry loves to talk people; we talk to ‘the consumer’ all day, every day. Yet, for the most part this is our consumer, today’s consumer, and generally the mass market.
There’s a problem with this; it’s all a bit too comfortable. It reinforces our existing beliefs and leads to short-termism in marketing.
It’s time that we talk about a different kind of consumer. The leading-edge consumer. Individuals with an extreme view who can open up new avenues of thinking and offer foresights and fresh opportunities for brands. Yes, it can be a little uncomfortable, but it can also be a wonderful and eye-opening experience.
In the video below, I share seven tips on how to use leading-edge consumers to successfully navigate cultural change and future-proof your brand.
Different people come with a different set of unique skills and competences. Research has shown that out of every 100 people, 90 merely consume content, 9 will like, share or react to what is created, and only 1 will actually create something. And this is no different for consumers.
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