More than half of consumers believe it’s important to express their identities to the world around them – yet only 28% say they prefer to stand out (while the other 78% prefer to blend in). Those conflicted findings illustrate the complexity of identity expression in Canada: consumers want to express themselves without standing out. Subtle, coded signaling is one way for brands to support that attitude, as well as identities that are part of a large in-group, so that expressing oneself actually helps a person blend in.
Today, identities are becoming more complex due to fragmentation and microtribes. The media market, in particular, has evolved into a wide range of smaller audiences rather than a few large audiences – and that trend is likely to continue.
The shift away from mass appeal and shared experiences makes it more difficult for brands to resonate with a large number of people’s identities. But at the same time, it creates more opportunities to support those unique identities. Consumers’ desire for authenticity means they want their identity to be expressed throughout their lives rather than simply be an outward-facing façade. That need for a holistic, authentic identity opens the door for brands to provide products and services that support that identity in every aspect of consumers’ daily lives.
Identities are inherently niche, and therefore inherently fragmented. Brand tactics must be highly targeted, using self-perceptions and demographics as a guide.
Scott Stewart, Associate Director, Lifestyles & Retail
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