To offset a depersonalized society, consumers crave recognition of their individuality.
«I know I’m a number but I don’t wanna be! I don’t wanna just be a number (…) So, when we tell our brands – you know, the brands we work with – it’s not about ‘I’m gonna buy that brand’. ‘That brands has got to fit within my lifestyle!’ So, I don’t wanna get a 34C bra, I wanna be a 34C and a quarter. And I want that bra! I want the food that is right for me, I want the size that is right for me. So, it’s total costumization, ego, me, the Egonomics of marketing to the individual» Faith Popcorn @ Brain Reserve