The founder of modern marketing, Professor Philip Kotler, gave a short lecture on the transformation of business in the near future.
Kotler shared that one of the basics of marketing is now changing - the classification of customers. As a result, businesses will need to restructure their work with new customers.
According to the scientist, the new consumer cannot be classified by gender or age. In order to understand how to communicate with him, it is necessary to think in terms of his categories and values.
Along with the traditional classes, Kotler identified a number of new categories of consumers:
1. Those who want a simple life. They are willing to earn less and consume less, they only want freedom. Rentals will prosper because of this category.
2. Activists against progress. They are afraid of the depletion of natural resources so as not to "disturb the Earth”. They don't see marketing as an urge to consumption and believe in recycling.
3. Activists against climate change. They fight to preserve forests and oceans.
4. Vegetarians. They are against of killing animals and are interested in growing vegetables and valuable grains.
5. Conservatives. These people struggle with overconsumption and suggest passing on unnecessary items to those who need them. In addition, they do not prefer premium brands.
According to the professor's classification, businesses will need to build new advertising messages and communicate with customers with an emphasis on the benefits to society and the preservation of nature.