Abstract

Consumer has change and keeps on changing. Business, brands and products have to wear new lenses to understand who is the post-crisis consumer. They need tools to analyze the communicative and emotional stream in which people are absorbed. They must focus on tales, stories, icons, archetypes and narrative drivers they need to interact with their actual and potential audiences. The Consumer affinity model is a new Swg's tool that centers on people's values, life expectations and existential needs, as well as consumption attitudes, drives and tastes.