l The era of “cocooning,” a lifestyle trend that emerged in the late 1980s, is passing in favor of a new age of “butterflies,” consumers who seek to reconnect with their worlds, according to a study of luxury buyers by Unity Marketing, New York, NY. These butterflies believe wealth carries social responsibilities, and affluent consumers tend to adopt cultural and consumer trends early, which trickle down to mass consumer markets.
“Consumers are emerging from their self-involved, self-centered cocoons to reconnect with the outside world,” said Pam Danziger, president of Unity Marketing. “As they break forth from the cocoon, they are assuming a new leadership position in the social, political and cultural landscapes that define their identity in relation to the outside world.”
As cocooning wanes, consumers will build new connections with the external world in terms of the media, travel and electronic networks. Marketers must then truly connect with consumers by developing an ongoing, meaningful, two-way dialogue with customers, especially through the internet.
More info: Pam Danziger, (717) 336-1600; Website: www.unitymarketing.com.