Micro consumer

MSCHF x Warhol Museum of Forgeries

The only thing humans have in common is our uniqueness. This belief led marketers to overemphasize consumer psychographics. For example, my sister-in-law lives in an affluent suburb of Chicago. She owns a piece of Away luggage and gets newsletters from Everlane. On the surface, she is a HENRY, but in reality, she is a middle-aged married…

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Ana Andjelic

Ana Andjelic

Brand Executive. Author of “The Business of Aspiration.” Doctor of Sociology. Writer of “Sociology of Business.” Forbes most influential CMO.