Serving The Simplifier
I like the sound of the Simplifier, a psychographic recently defined by John A. Quelch and covered by Iconoculture. This person is:
“…a middle-aged affluent looking to downsize during the downturn because she wants to, not because she has to (Harvard Business Publishing 10.15.08).”
While the Simplifier may more often be a Boomer (as per Quelch), I think this decision to downsize life, work, and bills is more universal. And, this week in particular, we may see it demonstrated cross-generation/cross-culture in the less-huge, family-focused holiday celebrations we’ll either host or attend.
Among Iconoculture’s tips for businesses interested in reaching the Simplifier (sounds like a super hero in a cape – doesn’t it?):
Truly authentic brands can flourish in this environment if they deliver a distinctive consumer experience laced with social responsibility.
Everything looks better laced, if not interwoven, with social responsibility, so let’s help the Simplifier get his/her way!
