The Latest Consumers You Need to Get to Know

Influencers From the Pages of 'Karma Queens, Geek Gods and Innerpreneurs'

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The consumer has a new face -- again.

A new crop of consumer influencers maintain a wider range of media behaviors, possess a higher degree of market smarts and attitude, and are highly skilled at spreading the word.


Yet another wave of millennial consumer taxonomy is headed down the pike. Where once the terms "soccer mom" and "metrosexual" were enough for marketers to target stay-at-home matriarchs and young, urban males, a rise in new media and more-fluid career paths have led researchers to uncover new consumer targets. These influencers maintain a wider range of media behaviors, possess a higher degree of market smarts and attitude, and are highly skilled at spreading the word.

Consumer Eyes, a New York-based marketing firm, recently released its first collection of data on the subject in a book titled "Karma Queens, Geek Gods, and Innerpreneurs." After culling thousands of brand insights -- S.C. Johnson & Son, Motorola, PepsiCo, and P&G are on its client roster -- using the consultancy's Consumer Immersion process, founder Ron Rentel and his team selected nine C-Types of true-to-life consumers who they believe should be on every marketer's radar.

The resulting profiles may sound like stylized caricatures, but they're personas with tangible auto, wardrobe and mixed-media preferences, the company said. And while the book notes C-Types are not a "black box to success," Consumer Eyes hopes its research sparks creativity in marketing innovation.

Here's a handy guide to the nine new consumer influencers. Along with some suggestions from Consumer Eyes, we've matched each character with a better-known celebrity counterpart. Just to give, you know, the bigger picture.
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