ASK THE EXPERT
MAXWELL LUTHY
What trends are shaping consumerism in 2015?
trendwatching.com’s Director of Trends & Insights
Maxwell Luthy shares some of the most
important trends to know about and what these
mean for the spa industry.
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interview
Pulse: Can you give an overview of one of the most
important consumer trends that entrepreneurs need to
keep an eye on for 2015?
Luthy: The big idea that we’re most excited about at the
moment is probably one of our more controversial. It’s called
“Post-demographic Consumerism.” It’s about how consumers
aren’t fitting into the buckets marketing types used to try to
put them in. Their consumption patterns are no longer
defined by traditional segments such as age, gender, location,
income, family status—the kinds of things people usually
design their products around.
This has come about because consumers around the
world have access to this sort of global brain of information
that the Internet has provided, so the H