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Consumer lifestyles are changing dynamically under social environmental influences. Lifestyle marketing aligns brands with consumer’s interests, needs, desires, and values. As businesses have grown to realize that their success is increasingly dependent upon an adequate knowledge of consumer behaviour, the importance of lifestyle market segmentation has increased steadily. Companies must be able to interpret customer/product lifecycles and apply their “marketing machine” to successfully innovate around lifestyles and repackage existing offerings to fit the needs of new customers. This conference will show how social and cultural changes in group dynamics and purchasing influences can be used in making lifestyle marketing decisions. You will learn how to interpret signals of change, asses the implications of it, and develop strategies to take advantage of it.
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