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Targeting taste communities
... See moreConsumers are now increasingly segmented into semi-private digital spaces, whether unintentionally (via an algorithmic bubble) or intentionally (i.e., Discord, close friends stories, BeReal, etc.)
As a result, some brands are engaging with wildly varied audiences and subcultures to create mixtures of interests, values and identities that are totally
Something else happens in a world of superabundance, and an attention economy. Because you can’t find what you want, you start to dig yourself into very specific niches, and join sub-groups. Everyone atomizes into millions of groups connected by very specific interests. In more benign ways, it can be great – you find your fellow travelers, and I ca... See more