Seth, Stephen
October 2004
Brand Strategy;Oct2004, Issue 186, p44
Trade Publication
This article focuses on consumer relations strategies. People have moved from living in what sociologist Barry Wellman terms "little boxes" to living in a network society. Within a little box society relationships and group membership were based on fairly fixed, unchanging factors such as having a common social class, occupation and location. As a consequence, consumers tended to be linked to a limited, close-knit number of acquaintances. Today people have moved from this stable, group-based society to one where relationships are more fluid and network based. Today, massive shifts in social mobility, working patterns, and education mean that consumers' lives are unpredictable and less linear.


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