Identifying Lifestyle Mobs To Leverage Brand Building.

Built around the stages and events of life, lifestyle mobs are grounded by like interests. And they’re swimming faster than the tide. It’s the state of humanity today — hyper speed in hopes of a few seconds of privacy, a bit of control and the illusion of power. These mobs reflect a new demographic model — the new social reality that companies and brands need to keep pace with if they are to survive.

Lifestyle mobs are about maintaining an intimate distance within a world not implicitly trusted, one cushioned by one’s very own herd of individualists. A contradiction of terms? Perhaps. Although members of a mob strive for uniqueness, they wear certain badges or symbols to show conformity to their group.

In turn, they gain the humanness they feel is lost in our digital age. Ironically, the Internet has enabled these social structures to be participatory and collaborative. The Internet, in fact, empowers these mobs, giving them the ability to transcend into the general fabric of the culture. Within lifestyle mobs emerge three categories of influencers: The
Experts, The Trendies and The Innovators.

— The Experts function in a rational world. They communicate the tangible value of products. They’ve “been there, done that.” Experience is the key to their credibility. They are senior citizens browsing message boards to find alternative medication resources. They are the affianced gathering intelligence from those who have walked the aisle before.

— The Trendies function in a world of popular culture. They directly communicate the intangible value of products. The key to their credibility is access. They open doors and show new horizons to their constituents. They are the Sims Shadow Government meting out mob justice on Sims Online. They are the teenagers instant messaging friends with their verdicts on new films.

— The Innovators function within subcultures. They relay the tangible and intangible value of products. They best communicate under the radar. They are members of Salon.com’s The Well, a literate watering hole for thinkers from all walks of life. They are young sport car enthusiasts relying on word of mouth to help them customize their vehicles.

Connected constantly by cell phones, instant messaging and text messaging, Generation Y comprises the foremost lifestyle mobs.

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