Politics, economics, culture, technology, health, environment, religion, sexuality - We are living in a tsunami of change. Top-down power is giving way to bottom-up power. Individuals over institutions. Dialogue over monologue. Transparency over privacy. Sharing over hording. Regeneration over landfill. Love over hate.

Some believe it’s an enlightened period that leads to collective, empathetic goodness. Some predict it’s just another nail in mankinds coffin.

Others, like me, aren’t so sure. But that’s no excuse to not to try and make sense of it all - especially in a professional marketing capacity. Because, afterall, marketing is about knowing the consumer. Being able to stay in-step and one-step ahead so that needs are met and value is delivered.

In an effort to develop empathy for the average consumer, a collaborator of mine (Mo Morales) and I took a deep dive into the human experience. Not a quantified study, but a wide-eyed, open-minded quest. Our conclusions brought us to the Sovereign Consumer. This person is:

Extremely Cynical - does not trust the media and increasingly less trustful of brands

Technology Enabled - wired, fired up and aware of his ability to influence friends and the world around him through networked devices and applications

Needs Community - seeks influencers from whom to learn and peers with whom to share - all in the name of staying perpetually relevant

Owns Self-Determination - determines factors (e.g. value, loyalty) on his own terms

Promotes New Social Contract - growing expectation for institutions to embrace ethical and responsible practices in the pursuit of profit

Commercially Engaged - continues to define himself by brands he selects and rejects

Privacy Disabled - fears loss of personal control of incoming messaging and outgoing information

Needs Anti-Community - defines himself by who he is not

Suffers Status Anxiety - constantly aware of his place in society, ability to ascend, as well as how far he can fall

Ethically Ambivalent - selective application of personal values

It’s just the take of a couple dudes - we don’t claim the above to be science nor the archetype to be complete. Though we do claim to be honest with our thoughts. What’s your take?

 - Keith Gerr