In my last newsletter, I introduced the idea of Consumorphosis to answer many of the gaps I think exist in today’s thinking about loyalty, engagement and personas.
Now, I’m kicking off with an expanded intro, more explanations, and answers to the top 4 questions you have since asked me.
Introduction to Consumorphosis: The New Era of Fluid Consumer Identity
I remember when I thought I had consumers all figured out.
Simpler times.
Well, buckle up, because we're about to dive into the world of Consumorphosis – a phenomenon where consumer behavior is as unpredictable as a butterfly's flight path.
The Great Shift: Brand Loyalty → Identity Loyalty
Let's start with a trip down memory lane.
Remember when we swore by a single brand of toothpaste, soap, piece of software, or car? It was the golden age of brand loyalty. We rejoiced, as consumers were reasonably predictable, and all was right within CX and brands.
But then something changed. Like the first domino’s falling in a pattern, slowly at first, and then, all at once.
It’s because consumers flipped from loyalty to brands to loyalty to themselves.
Now, they use brands as a palette to paint their identity, switching colours as often as they change their mood. It's less "I'm a Coca-Cola person" and more "I'm feeling like a craft kombucha person today."
Brands are now the consumer’s identity resource.
This shift isn't anecdotal. Just one example: A 2022 McKinsey study found a whopping 75 per cent of consumers tried new shopping behaviours in response to economic pressures, personal priorities, and changing needs. That's three-quarters of consumers essentially saying, "New moment, new me, new brand."
And let's talk about the "drop culture" in fashion. Remember when consumers used to wait in line for hours for the latest iPhone? Now they're doing it for limited edition sneakers, t-shirts, or even fast food collaborations.
It's not about the product anymore; it's about being part of a moment, expressing a facet of identity through a fleeting purchase.
The Butterfly Effect: Small Changes → Big Impacts
Now let's get a bit chaotic – but in the best way possible.
You’ve probably heard of the butterfly effect. It's the idea that a butterfly flapping its wings in Brazil could cause a tornado in Texas. In Consumorphosis, it's more like a tweet from an influencer in New York causing a sales spike in New Zealand.
Here's what it looks like in action:
Imagine Sarah. She's usually all about minimalist, eco-friendly products. But today, she's heading to a retro-themed party. So she's buying bright, plastic accessories and posting them on Instagram. Her followers see it, and before you know it, there's a micro-trend of "ironic" plastic fashion among eco-conscious consumers.
This is the butterfly effect in Consumorphosis. Small contextual changes lead to shifts in consumer behaviour - sometimes significant ones. One minute, a consumer is all about luxury brands in a professional setting. Next, they're championing eco-friendly options with their environmentally conscious friends.
For us, it means the game has changed. It's no longer about creating a universal message; it's about being TOM in that moment and creating messages that adapt as quickly as your consumers do.
Meet the 'Butterfly Consumer'
So, who is this new consumer? Let's call them the 'Butterfly Consumer' – beautiful, complex, and always in a state of transformation.
The Butterfly Consumer is:
Fluid in their identity expression: They use consumption as a form of self-expression, one that is constantly evolving.
Highly adaptable: They seamlessly switch between different brand preferences based on context.
Experience-driven: They value moments and experiences over long-term brand relationships.
Digitally native: They live in a world where switching between brands is as easy as swiping left or right.
Think of them as character actors, constantly changing roles. One day they're the health-conscious yogi, the next the indulgent foodie, and then the tech-savvy early adopter.
The Perfect Storm: What's Driving Consumorphosis?
You might be wondering, "How did we get here?"
The idea of a consumer buying a brand to make a statement isn’t new.
But consumorphism is a response to living in a VUCA world (Volatile, Uncertain, Complex, Ambiguous).
It's a coping mechanism, an expression of adaptability in the face of rapid change and information overload. As digital natives, younger generations may exhibit these tendencies more prominently but it’s affecting consumers across age groups.
This multi-faceted nature of the drivers behind consumorphism highlights why it's such a complex phenomenon for marketers and experience designers to address. It requires a holistic understanding of the current societal, technological, and psychological landscape.
It's the result of a perfect storm of factors. Let's break it down:
Technological Advancements
Technology has revolutionised how we can see ourselves:
Social media has turned our lives into curated galleries, where we present different versions of ourselves every day.
E-commerce has made it possible to buy almost anything from anywhere, expanding our choices exponentially.
AI and big data have enabled hyper-personalisation, making us expect tailored experiences everywhere we go.
Societal Changes
Society is evolving faster than ever:
Globalisation has exposed us to a world of choices and cultural influences.
Traditional life stages (education, career, marriage, etc.) are no longer linear, leading to more fluid identities.
There's a growing emphasis on individuality and self-expression, especially among younger generations.
Economic Factors
The way we think about ownership and value has shifted:
The rise of the sharing economy (think Uber or Airbnb) has changed our relationship with ownership.
Economic uncertainties have made many consumers more value-conscious, but also more willing to splurge on experiences.
The gig economy and remote work have blurred the lines between professional and personal identities.
These examples illustrate how consumers adapt their brand choices based on the context they find themselves in, reflecting different aspects of their identities depending on the situation.
An Example of Identity Shifting Based on Context:
Solo Travel with Virgin Airways: As a frequent solo traveller, my friend values innovation and sustainability over brand loyalty or flashy ads. When flying alone for business or personal trips, he chooses Virgin Airways not because of Richard Branson’s influence or Virgin’s loyalty programs, but because of their cutting-edge technology and eco-friendly practices. Virgin’s in-flight augmented reality (AR) features, which allow him to explore travel destinations during the flight, and their investment in sustainable aviation fuel align with his tech-savvy and eco-conscious identity. The immersive in-flight entertainment and commitment to environmental sustainability make him feel that Virgin is an airline of the future, and it’s his self-identity in action when he travels solo, wanting efficiency, innovation, and environmental responsibility.
Flying with Family or Friends: However, when he plans a vacation with his family or friends, his identity shifts. It’s now about how he wants to be seen, and how he sees others. Now, in this context or moment, he leans into prestige, comfort, and luxury opting, say, for Qatar Airways or Singapore Airlines. Here, his focus is on offering his loved ones an experience marked by exceptional service, spacious seating, and premium amenities. The identity he projects when flying in a group is one of luxury and care, ensuring his family experiences comfort from the moment they board. His choices now represent the ultimate in luxury travel, and for him, it’s about creating special memories with his loved ones, emphasising prestige and relaxation over technology.
Other Examples of Identity Shifting Based on Context:
Eco-Friendly Shopper vs. Fashion-Forward Shopper: When shopping for herself, Jane often selects brands like Patagonia or Allbirds, aligning with her eco-conscious identity. These brands’ emphasis on sustainability, ethical production, and low environmental impact appeals to her values. However, when preparing for a high-profile event or dinner, Jane's identity shifts to reflect sophistication and trend-setting. She might opt for Gucci or Louis Vuitton, brands that represent prestige, fashion-forward design, and status. In this context, she seeks to make a bold statement, focusing on aesthetics and exclusivity rather than sustainability.
Tech-Driven Minimalist vs. Traditionalist: Mark is a minimalist when it comes to his work setup, often relying on Apple products for their sleek design and seamless integration between devices, which align with his identity as a tech-savvy professional. But when Mark hosts family gatherings or celebrates special occasions, he switches to his traditionalist identity, embracing brands like Breville or KitchenAid for their high-quality, classic kitchen appliances that emphasize durability and nostalgic value. In these moments, the focus shifts from sleek tech to heritage and family tradition.
Budget Adventurer vs. Luxury Vacationer: When Lisa travels solo or with fellow adventurers, she frequently books affordable stays through Airbnb or flies budget airlines like EasyJet. In these moments, she identifies as a budget-conscious explorer, seeking new experiences over luxury. But when Lisa plans a romantic getaway with her partner, her identity shifts to one of a luxury vacationer. She chooses to stay at high-end resorts like The Ritz-Carlton or flies first-class with Emirates, focusing on relaxation, indulgence, and curated experiences tailored to couples.
What does all this mean for you and your work?
At this point, you might be thinking, "But what does it mean for me and my work in CX or branding?"
Let me try to break it down:
It explains the 'inexplicable': Ever had a loyal customer suddenly switch to a competitor for no apparent reason? Consumorphosis might be the explanation. It's not about your brand; it's about their evolving identity.
It challenges traditional marketing: If consumers are constantly changing, how do we target them effectively? It's time to rethink those buyer personas and segmentation strategies. It also challenges archetypes (which I wrote about here)
It demands dynamic experiences: Static, one-size-fits-all approaches won't cut it now. We need adaptive, context-aware customer experiences that can keep up with our butterfly consumers.
It offers new opportunities: Yes, it's challenging, but Consumorphosis also opens up new ways to connect with consumers, create memorable moments, and build more authentic relationships.
Peering into the Crystal Ball: Future Implications
So, where is all this heading?
I can make some pretty good guesses:
The end of demographics: Traditional demographic segmentation will become obsolete. We'll see an accelerating shift towards psychographic and behavioural segmentation that can capture the fluid nature of consumer identity.
Rise of the 'moment marketers': Brands that can identify and capitalise on micro-moments of a consumer need will thrive. Don’t think about long-term loyalty, think about being there at the right time with the right offering.
Hyper-personalisation 2.0: We'll move beyond personalised product recommendations to personalised brand experiences that adapt in real-time to consumer moods and contexts.
The ethics question: As brands get better at adapting to and even predicting consumer behaviour, we'll need to grapple with questions of privacy and manipulation.
Sustainability in flux: The constant desire for new experiences could clash with environmental concerns. Brands might need to find innovative ways to offer novelty without increasing consumption.
Embracing the Chaos
If your head is spinning a bit, don't worry – that's perfectly normal when facing Consumorphosis. It's a complex, sometimes chaotic phenomenon that's rewriting the rules as we know them.
But here's the thing: chaos isn't always bad. It's often the birthplace of ideas, creativity and innovation. We have an opportunity to reimagine how we connect with consumers, create value, and build brands that can thrive in this new, fluid landscape.
In upcoming newsletters I'll dive further into different aspects of Consumorphosis, exploring strategies not just to survive but to thrive, looking at real-world examples, talking to experts, and maybe doing some experimenting of my own and sharing the results with you.
Until next time, stay curious, keep unthinking, and keep adapting!
P.S. I'd love to hear more of your thoughts on Consumorphosis. Have you noticed these trends in the behaviour of your customers? Drop me a line and let's chat!
Your Questions → My Answers
Q1: Do Some Consumers Have Many Multi-Identities While Others Have Just a Few – and Why? What Can We Label These Differences As?
Yes, some consumers exhibit many multi-faceted identities, while others only have a few. The number of identities a consumer navigates largely depends on various personal, social, and contextual factors. These are mainly:
Personality Traits: People with higher openness to experience or social adaptability seem to adopt more identities. For example, someone who is curious, exploratory, and engaged in diverse social activities may express multiple identities based on different hobbies, roles, or communities.
Life Complexity: Consumers who occupy different roles in life—such as being a parent, a professional, a student, or a hobbyist—are more likely to adopt several identities. Their environment, such as living in multicultural societies or working in diverse industries, may also influence this.
Cultural and Social Influences: Some cultures encourage distinct expressions of individuality in different settings, while others emphasize more stable, singular identities.
These differences in the number of identities can be labelled as "identity complexity". Consumers with multiple roles and identities might be described as having high identity complexity, while those with fewer roles or expressions could have low identity complexity.
By understanding these variations strategies can be more effective, recognising that some consumers may need different kinds of engagement at different times, while others are more consistent.
Q2: What is the Evidence from Research of the Growth from Static Identities to Today's Multi-Identities?
The shift from static, singular identities to multi-faceted ones has been widely documented in both sociological and consumer behaviour research. It is the acceleration in the breadth of multi-identities and how they are used in different contexts that have surprised me.
I have no evidence for this, but I suspect the pandemic was a tipping point - we came face to face with our mortality.
Economic and Social Disruptions: Major events like COVID or significant social movements accelerated the need for identity fluidity. Not only were we forced to adapt to changing realities in our personal and professional lives, but we also learnt to broaden the ways we express ourselves through brands and communities. Post-pandemic there has been an acceleration in gig working, home working, career change, and reflection. Add in wars, political tribalism, and economic pressures - it can be a very strong mix.
Rise of Postmodernism: Postmodern theories of identity emphasise that individuals construct their sense of self from a mix of influences, rejecting the notion of a fixed, singular identity. People now borrow from multiple sources—such as brands, social media, and subcultures—to shape their identity.
Digital and Social Media Influence: Research has shown platforms like Instagram, TikTok, and Facebook are being used by individuals to project different versions of themselves based on the context or audience. A consumer might present a professional identity on LinkedIn while showcasing a more relaxed, creative persona on Instagram.
Globalisation and Cultural Fluidity: The interconnected world has exposed consumers to a broader range of cultural influences, leading to hybrid identities. In modern urban environments, individuals often adopt characteristics of multiple cultures, reflecting a more complex self.
Q3: Are There Major Differences in Multi-Identity Between Generations?
Yes, there are differences, but not major ones. The rise of digital culture and shifting social values has led younger generations, particularly Millennials and Generation Z, to adopt more fluid identities compared to Baby Boomers and Generation X, who tend to express more stable, singular identities. Here’s how the differences manifest:
Generation Z and Millennials are digital natives. They have grown up in a world where identity can be curated and altered on multiple social media platforms. For them, switching between identities based on context is second nature. They embrace multiple brand affiliations and are comfortable expressing different aspects of their personalities across various social settings. For instance, they may engage with eco-friendly brands to express their environmentalism, luxury brands for status, and gaming brands for entertainment.
Generation X and Baby Boomers tend to have retained more fixed and linear identity expressions. They grew up in an era where social roles were more clearly defined. They are more likely to maintain consistent brand relationships and may not shift their identities as fluidly or frequently.
Cultural Shifts Across Generations: Younger generations place a higher value on authenticity and inclusivity, which means they are more likely to adopt fluid identities in response to these evolving social norms. They value brands that allow them to express various facets of their identities, while older generations may prefer brands that reflect long-standing values.
In short, younger generations are more likely to exhibit multiple identities, while older generations lean towards more static self-expressions. This generational divide is narrowing, but still a significant factor to consider when targeting diverse age groups.
Q4: Does This Mean the Traditional Segmentation by 'Personas' Is Dead and That 'Consumer Archetypes' Is a Better Approach, or Are Consumer Archetypes Dead Too?
While traditional segmentation through rigid personas (static, fictional representations of consumers) is losing relevance, consumer archetypes can still offer value if they are adapted to the complexity of modern consumer behaviour. However, both personas and archetypes must evolve. Here’s a breakdown:
Personas as a Concept: Traditional personas rely on static demographic, psychographic, and behavioural characteristics to define consumer segments (e.g., "Sarah, a 35-year-old working mother"). This model assumes that consumers will follow a predictable, linear path in their journey. In today’s dynamic landscape, such fixed personas are no longer adequate to capture the fluidity of consumer identities, especially when consumers switch between identities depending on context, mood, or situation.
Consumer Archetypes: Archetypes, on the other hand, represent broader, more universal behaviours or psychological traits (e.g., "The Explorer" or "The Caregiver") and can still provide meaningful insights if they are flexible. Unlike personas, archetypes focus more on the underlying motivations and emotional needs that drive consumer behaviour, allowing them to be more adaptable to various situations and contexts. However, archetypes also need to evolve to accommodate today’s multi-faceted consumers. Brands can develop archetypes that shift based on context rather than relying on rigid roles.
Fluid Archetypes for Multi-Identity Consumers: To keep up with the modern consumer landscape, both archetypes and personas need to embrace fluidity and contextuality. Brands might benefit from creating dynamic archetypes that reflect how a consumer’s identity might change over time or in different settings. For example, a consumer could switch between "The Explorer" archetype when travelling and "The Caregiver" archetype when making decisions for their family.
Data-Driven Segmentation: Rather than abandoning segmentation entirely, we should leverage data-driven approaches that allow for real-time adjustment of personas or archetypes based on consumer behaviour. Using tools like AI and customer data platforms (CDPs), brands can create adaptive, personalized experiences that meet consumers where they are at different moments.
(Read my The Archetype Revolution post here)
Next time I’ll be diving into the impact of Consumorphosis on CX and branding. Keep the questions coming!
Thank you for reading me. Michael. And please share me!