The Heartbeat Of Culture: Understanding The "AND" Consumer In All Of Us
We all contain multitudes. Just look at the rise of “splurgy” and “stingy” consumer behavior. We’re more informed, more contradictory, and more discerning than ever. We’re walking paradoxes, and we can get lost in the maze of our own desires. The Harris Poll coined the term “AND” Consumer Era in 2023 to describe this new attitude. We want it all, but we’re also cautious. The “AND” consumer desires multiple seemingly contradictory attributes, such as luxury AND frugality, nostalgia AND the future, optimism AND concern. According to the Harris Poll, a whopping 69% of Americans have cut back on everyday indulgences to afford both the basics and the occasional splurge. We want it all, but we’re also cautious. That’s the tightrope brands need to walk.
Brands that can truly speak to the “AND” consumer in all of us are the ones that will win our hearts and minds. Not by selling products, but by curating experiences, crafting narratives that resonate with the cultural pulse, and tapping into that intricate web of contradictions that defines us.
Within this environment, it’s more important than ever for brands to communicate in ways that connect with the cultural pulse. At Redscout, we give brands confidence to know which bets to make and create products and experiences that truly resonate and leave a lasting impact. Below, we’re outlined a few ways modern brands can start to unlock new opportunities by understanding where consumers are now.
Escaping the Innovation Graveyard: Strategies for Success
Picture this: 30,000 shiny new products hit the shelves every year. It’s a relentless onslaught of innovation, akin to a never-ending TikTok feed. But here’s the kicker: a staggering “95%” of them vanish faster than a Tinder match after a bad joke. (Forbes Technology Council, citing Clayton Christensen, 2023). That’s a lot of wasted investment, a testament to the disconnect between brands and the ever-evolving consumer.
To break free from this innovation graveyard, brands must embrace the beautiful mess that is the ‘AND’ consumer. Here’s your survival guide:
1. Embrace the Paradox
Today’s consumers crave simplicity and convenience, yet they also desire personalized and multifaceted experiences. Brands can navigate this paradox by focusing on a core value proposition while still offering a range of complementary features or services. Consider WeChat in China. While it offers an array of services, its core value proposition is seamless communication and connection. It excels at this by integrating social media, payments, and e-commerce, creating an all-in-one platform that simplifies daily life.
Oatly, on the other hand, exemplifies the power of focusing on a single product. By positioning its oat drink as a trendy, sustainable alternative to milk, it has disrupted the dairy industry and captured a loyal following. Monzo, the UK’s digital-only bank, also demonstrates the power of simplicity. By stripping away the complexity of traditional banking and focusing on transparency and user-friendly tech, it has attracted a community of tech-savvy customers. Consumers yearn for brands that are brave enough to challenge the norm, just like these trailblazers.
2. Personalize, Don't Patronize
The days of one-size-fits-all are over. The “AND” consumer craves experiences tailored to their unique quirks and desires. Show them you understand them, and they’ll reward you with their loyalty. Tap into niche cultural influences to redefine value and connect with diverse audiences. K-Pop’s global takeover, with its blend of music, dance, and fashion, demonstrates the power of cultural fusion to appeal to a diverse audience. Palace Skateboards, with its roots in UK skate culture and collaborations with artists and musicians, cultivated a cult following by creating a sense of exclusivity and authenticity.
3. Let Your Personality Show
Create authentic brand stories that resonate with the multifaceted nature of the “AND” consumer. Who Gives A Crap turned toilet paper into a force for good, using humor and a strong social mission to raise awareness about sanitation issues. Tony’s Chocolonely made ethical chocolate the hero of their tale, fighting against slavery in the cocoa industry and appealing to consumers who want to make a difference.
4. Build a Community, Not Just a Customer Base
The “AND” consumer wants to belong. Create a space where they can connect with like-minded individuals, share their passions, and feel like they’re part of something bigger. Banyan Tree offers more than luxury; it actively supports conservation and community development, connecting guests with the local culture and environment. Stitch Fix and Yuka use technology to personalize experiences, tailoring clothing selections and providing product information at the user’s fingertips.
5. Let Them Eat Their Cake, Too
The “AND” consumer wants to splurge and save. Offer them premium experiences without breaking the bank. It’s a delicate dance, but one that will keep them coming back for more. Patagonia’s activism, going beyond just selling outdoor gear to actively fight for environmental conservation, shows that brands can be a force for good. Fairtrade’s commitment to fair wages ensures that farmers and workers are treated ethically, while B Corp certification demonstrates a company’s dedication to high standards of social and environmental performance. It’s not just about what you sell; it’s about the impact you make on the world.
By embracing these principles, brands can position themselves for success in the rapidly changing landscape of consumer marketing. The future of innovation isn’t about chasing the next “better mousetrap.” It’s about creating brands and experiences that resonate with the complex, contradictory, and beautifully human “AND” consumer.
