The Soul of the New Consumer: What We Buy and Why in the New Economy

Too many "business" books are heavy on war stories, light on principles or organizing theory. They are fun to read, but light on "so what?" Lewis and Bridger meld theory and observations from their consulting practice to offer an actionable framework for understanding the forces driving consumer preferences. Anyone in consumer marketing will cull valuable insights from this enjoyable to read book. This book would also make an excellent supplement for an undergraduate or MBA Consumer Behavior course.

This book was a really fascinating insight into why we buy things in the age of the Internet. It answers questions like: what do people really look for when making a buying decsion? What methods of selling work best with today's sophisticated consumers? and: Does market segmentation REALLY work? The photos weren't all that great, but otherwise its a pretty excellent book.

According to Lewis and Bridger the educated post-modern consumer is evolving. We are moving away from the compulsion to buy what our neigbors are buying ("keeping up with the Joneses" as they used to say) and no longer like to waste money. The "New Consumer" is concerned with "authenticity." We want our consumer choices to express a unique personal style and an ethic of critical thought, social and ecological responsibility and a connection with the past.

If you sell things, market things or are in e-commerce you HAVE to buy this book. Its message about the importance of authentic products/services is going to be the driving force in marketing for the next decade. BUY IT NOW!

This book is intersesting thanks to the "scientific" method used by the author to do his experiments on real new consumer. Interesting to give you a good overall view but is sometimes too much of a mess, and the message is hard to deliver. Though it's a good buy.