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A marketer's guide to reaching the new consumer

January 2019

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As we witness the world around us changing due to technological innovation, there's another big change happening too. A new consumer is emerging, with new expectations about how they want to shop, buy and even experience the world.

The new consumer includes emerging segments, such as women, minorities, millennials, Generation Z and the LGBTQ community — all of whom are experiencing significant economic growth and increased buying power. It's more important than ever for industries to engage with these segments through new value propositions and marketing catered specifically to their unique needs.

Winning the loyalty of the new consumer requires delivering contextually relevant experiences to each individual. To do this, brands and marketers must first understand the context in which purchase decisions are made — including when, where, how and why.