1. Overwhelmed
consumer
For all of your talk about needing
choices, the truth is that so much
choice actually freaks you out.
Every day you’re bombarded with
brands and every day you need to
choose. You’re scared and it’s all
a bit much. You love brands that
make life easier.
Please, please,
just leave me alone.
Author Sheena Iyengar says consumers are
more likely to purchase when confronted with
less product choice (TED Talks).
02

2. Empowered
consumer
Brands may think they control
their own destinies but you know
better. You know that a single bad
review or Facebook post can cause
an uproar. You know you shouldn’t
say mean things, but it’s just so
easy in a digital world.
You’re a buccaneer, turning the
tables for the little guy, and the
brands that get in your way had
better watch out.
Who’s the boss?
I’m the boss.
A third of American
millenials have admitted to
engaging in online trolling
(US YouGov poll).
03

3. Social
conscience
You like it when a brand has a
social conscience, because you
get the warm and fuzzies when
you buy one of its products.
You like Chipotle – even though
it doesn’t exist in Australia and
you’ve never tasted the food –
because it stands for something.
You want to be an environmental
and social crusader, without
launching your own crusade.
I want to feel good
about myself.
36.4% of consumers
worldwide think they should
support brands that are
environmentally and socially
conscious (BBMG).
04

4. 11:30
212
The ‘always-on’
consumer
You have a smartphone, a tablet, a laptop
and an Apple watch. You feel naked if your
phone runs out of battery.
You Instagram photos of your lunch. You
feel unpopular if no one has tagged you
on Facebook. You don’t text anymore, you
SnapChat. Everything is connected with
everything, and you never stare out the bus
window anymore.
I can’t switch off, ever.”
Australians engage with
digital media for an average
23.3 hours a week, three
times more than ten years ago
(Nielsen).
05

5. 11:30
11:30
11:30
11:30
47%of consumers
expect a website to load in
two seconds or less
(Kissmetrics).
Instant
gratification
When modern communications place
the world at your fingertips, you don’t
have time to wait for products to
arrive or for pages to download. You
are impatient and demanding. You
like Uber. You like Netflix. You like
Amazon.
I want it, and I
want it now!
06

6. 94%of companies believe
that personalisation of online
experiences will improve
business output (Monetate).
You don’t want the same old cookie
cutter experience that everyone
else gets.
Why? Because you’re special.
With so many digital channels, so
many brands, and so much data,
you want an experience that suits
your preferences, and a brand that
communicates one-to-one.
Personalisation
Me, myself and I.
07

7. Loyalty Earned
They say you’re not loyal, at least not like
it was in the old days. They say that you
have too much choice, that you’ve been
spoiled by the retail price wars, and that
you have too much information at your
disposal to be truly loyal.
But you take offence at such one-
dimensional accusations. You are
fiercely loyal, if someone gives you a
good reason to be.
I’m a great friend
when it suits me.
77%of millenials cite
product quality as the key
driver of brand loyalty
(NewsCred).
Atomic212°Creativeteam
MarkCallaghan-212ignite
DavidBlight-TheFirecrackerFactory
OliverPerry-212ignite
08

8. The wary
consumer
You’ve been burned before. You’ve
trusted a brand and accepted it into your
life, only to find out it wasn’t everything it
had promised.
You deserve better. You deserve a brand
that is open and transparent. You crave
authenticity, and you respond to brands
that own up to their mistakes.
Just don’t lie to me.
80%of consumers say
authentic content is the biggest
influence when it comes to
following a brand
(Salesforce).
09

9. What’s next...?
010

10. fortune-teller to a
Step 1: Trim the paper
square but keep these
directions handy.
Step 2: With the text
side facing down, fold
up all four corners of
the Fortune Teller.
Step 3: Does it look like
this? If not, go back
to step one and start
over.
Step 4: Flip the paper
over and fold up all
four corners again.
Step 5: Does your
Fortune Teller look like
this? No? Shame on
you, my four-year-old
nepthew could do
better.
Step 6: Fold in half
as shown. Remind
yourself that this
process is, indeed,
top secret.
Step 7: Place your
fingers under the four
paper flaps and work
the device back and
forth to form creases
Commence amusing
friends.
AssemblyInstructions
76
85
14
23
"The Troll"
Demanding and ready
to burn brands online.
"The Researcher”
Studies every angle
before making a decision.
"TheSocialCrusader”
Lovesabrandwithacause.
"TheBargainHunter”
Cheapandthrifty,
littlebrandloyalty.
"ThePragmatist”
Buywhat’sneeded,
whenit’sneeded.
"TheAnti-Consumer”
Hatesallthingsmarketing
andadvertising.
"TheShopaholic”
Impulsive,whimsical,
readytobuy.
"TheLoyalist"
Ardentanddevoted,
lovesspecificbrands.
011