The labels marketers use to describe consumers no longer serve the purpose they used to. That’s according to customer engagement expert, Michael Solomon, whose book, ‘The New Chameleons’, outlines how consumers defy the categories in which businesses often put them. The world today has made our lives more complex and so too the job of the marketer. Michael says the first step is recognising that demographic dichotomies are disappearing, and that technology has eliminated the need to deal with large, homogenous segments.

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