Identity Marketing: How Can Companies Relate to Customers’ Changing Identities?

Marketers know that people gravitate toward brands they relate to, and respond to marketing and advertising messages that in some way mirror their lives.

Essentially, consumers will better connect with a brand if they see themselves reflected in that brand’s marketing messages.

So, how can brands continue to relate to the identity of their customers when the way those customers see themselves inevitably changes?

The Way People Perceive Themselves Can Be Fluid

Now, more than ever, the way people view themselves and their identity is changing.

Decades ago, the main marketing differentiators were based on traditional groupings—race, religion, nationality, gender… Often, marketing messages were simply tailored to one of two groups: males or females.


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