Meet the New Consumers

We are here. We are now driving the conversation. We are rewriting the rules. We are not your consumers. We are Lords, Lovers, Hackers, and Hawks. And we’d like you to get to know us.

MEET THE

LORDS

MEET THE

LORDS

Lords are an evolution of the coveted big- name “influencer.” Lords are found in micro-communities, curating smaller, yet deeper territories of influence with highly expectant followers.

Unlike the pre-age influencer, Lords cannot be targeted with overt brand messages.

Brands can attract and court their Lords with the currency of Discovery.

MEET THE

LOVERS

MEET THE

LOVERS

Lovers seek to align their identities with brands that resonate more powerfully than solving for an unmet functional need. They seek brands that reflect their souls. When a brand’s authenticity syncs with a consumer’s self identity, a Lover is born.

Lovers’ currency is Chemistry.

MEET THE

HACKERS

MEET THE

HACKERS

Combining a keen sense of being noticed, a vengeance for assertion and an unprecedented level of technological proficiency has uncorked a generation of brand-jackers who can’t be put back in the bottle.

Meet the Hackers. They expect to cross boundaries that you perhaps once thought were sacred.

Hackers’ currency is Interactivity.

MEET THE

HAWKS

MEET THE

HAWKS

Fueled by years of pent-up organizational mistrust, Hawks finally know they are in control, and they have the digital pulpit to voice it. As empowered influencers, Hawks must be able to trust you. Any sniff of suspicion and you’re going to be put on a very public stage for questioning.

The Hawks are a rabid force and can unleash quickly without warning.

The Currency of the Hawks is Validity.

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