Incognito Individuals

It is time to throw out the old demographic model of consumer behavior…

Opinion is changing and post-demographic identities encourage people to live and think in the way that they want. Consumers now want the freedom to be their true selves without prejudice.

Although perfect freedom is far from being realised and online prejudice is still very apparent, the determination to achieve a ‘free to be me’ society is becoming more widespread. Many are striving for an ‘online utopia’ without Twitter trolls, sexist slander or elitism.

Incognito individuals use anonymity to strip away identity and challenge diversity and gender boundaries. There is a new power attributed to being anonymous which makes consumers feel more open and willing to express themselves.

The ‘Filter Bubble’ is being blamed for this change, consumers are feeling trapped online within their own preferences. This is beginning to have real world consequences and consumers are being kept from new things and new ideas. This trend challenges brands to break out and do things differently, the consumer is feeling empowered to have control and be who they want to be.

As customer’s hand over more control to algorithms the urge to step outside of one’s personal data-straightjacket will only grow. Consumers are becoming hyper-aware of how the prices they pay are influenced by their personal data, and the demand for tools, platforms and brands that liberate and offer freedom, authenticity and new perspectives will grow.

To get ahead of the game, brands must recognize non-traditional yet more authentic brand segments. Consumers will no longer stand for the stereotypical approach of the past. They will demand the ability to explore the brands they want without any prejudice, constraints or repercussions. 

At its heart, this trend is one fueled by a very simple basic human need: the desire for equal – and fair – treatment. 



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