2001 – The Existential Consumer

The consumer is changing and existing models of consumer behaviour no longer fit. The household as a decision‐making unit has changed radically: nuclear family, the role of “the” breadwinner has diminished, greater earning power of the young and the rising influence of the teenager. The existential customer, as the new breed, is described as individualistic, with a live for today philosophy and a self‐actualisation need. These changes in the consumer need to be identified, monitored and acted upon.