Post-Demographic customer arena, where status does not have to cost money, the traditional status hierarchy is often reversed, as older, richer customers play catch-up to younger, less affluent, cooler counterparts.

A decade or so ago, brands shifted from increasing value of their products through utility, competitive comparison, and creative advertising to endowing products they made with aesthetic, sustainability credentials, a story of artisanship and provenance, and/or a community in order to give their products identity and singularity. (Virgil Abloh made

At the moment, radical individualism is out, social connection is in. Brand focus is not on the end customer, but on the communities they belong to. Just as personas made individual consumers visible, the new brand methodology makes visible consumer communities and their co-dependencies and influences.