What Is Consumer Culture?


Consumer culture is a theory in marketing strategic planning that considers the relationship consumers have with certain products or services. One of the most iconic examples of consumer culture is Apple's rise to the top to technology, because it created a product that fit the needs of consumers in a way that buyers became part of a technology movement. As a business owner, identifying your target market is essential and involves more than just basic demographics; consumer culture helps target groups of people who share the same desire and the same need for a product or service.

Apple's Product Design

Apple strives to make using technology easier. This is part of the culture it has created and takes it so far as to create the most streamlined products with simple and precise packaging. Opening an iPhone box for the first time shows a very well thought-out package design that is durable, attractive and minimalist. The phone is the hero, front and center, with the accessories neatly tucked away in designated compartments.

The minimalist design follows desires of an entire minimalist cultural movement of people buying tiny homes, clearing out clutter and streamlining everything in their lives.

Language Choices in Targeting Audiences

Advertising should be contemporary and should use contemporary language. But contemporary language targeting a Baby Boomer is different from language targeting a Millennial. A brand selling sneakers to teenagers is going to use language that's more culturally aligned with skaters – skateboards – and not figure skaters. By understanding the cultural norms of your target market, you can choose language that fits the demographic's style.

Group Inclusion and Club Creation

By nature, humans like to be included in groups. Consumers often become parts of groups based on the brand they use. For example, Mini Cooper drivers take weekend caravan drives; to own a Mini is to be automatically part of the club. Nike has a loyal following of sports enthusiasts and sneaker lovers.

Smart brand strategies seek to foster inclusiveness for the owners of their products. A small business owner might do this by hosting small events for his best clients.

Social and Political Awareness

Consumer culture can be driven by social and political issues. The 2018 Super Bowl had many commercials take a social standpoint, aligning themselves with larger causes such as environmental protection, natural disaster aid and people choosing to do right by others. This was atypical of Super Bowl commercials, because some years ago, the goal was to make the most outrageously funny commercial.

The shift stemmed from a series of national crises including hurricanes, mass shootings and rising political tensions. These companies had a pulse on what the consumer culture was experiencing beyond what products they were buying. This is a way to achieve positive feelings from the public without ever talking about a product or service.

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