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Targeting taste communities
The Internet empowered consumers to find their tribes. They choose which content to interact with, they tailor their media based on their real friends, aspirational friends, values, aesthetics, etc., they share their opinions on global platforms and they seek out the products, people and brands that align with their view of themselves.
Julie Thibault • The Internet empowered us to find our tribes. Retail isn’t keeping up.
As consumers, our most valuable affinities will be to brands and communities, not specific products.
Joey DeBruin • (Amazon) Prime time in web3
community among members, and to tailor recommendations to individual tastes.
Rachel Botsman • What's Mine Is Yours: The Rise of Collaborative Consumption
Consumer refers to how well a company can define and understand who its consumer is and the context they make decisions; what they pay attention to and what they spend money on; what they value and expect from the world and each other. E.g. Looking at taste communities is here more important than zooming in on the individual.