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This month… “Maturialism”. “Maturialism”, which is derived from “mature materialism”, can be defined as those consumers who are increasingly appreciating brands that push the boundaries. No longer tolerating being treated as inexperienced audience members, “Maturialism consumers” appreciate daring innovations and quirky flavours.

“Maturialism”, a part of a much bigger trend dubbed “Brand Fabric” by is all about focusing on the needs of sophisticated audiences, challenging these audiences and true authenticity. Consumers are seeking brands that uphold values that reflect their own.As we immerse ourselves in the consumer culture world in which we live, it is no surprise that savvy, streetwise consumers are bored and distrustful of conventional consumer marketing strategies. Consumers now prefer authentic mature brands and products that dare to be different.

Here is a great example, US ice cream brand Ben and Jerry’s partnered with same-sex marriage campaigners Freedom to Marry to rename their Chubby Hubby flavour Hubby Hubby. This was to celebrate the legalisation of same-sex marriage in Vermont.

Consumers have never been more sophisticated, market savvy and urbanized. As social trends change, generally shifting to a more liberal approach, so to are market savvy brands. A word of warning though, shocking audiences for the sake of shocking can backfire.

So… it looks as though we should all start to embrace “Maturialism”, if we haven’t already, as shifts in societies foundations are inevitably changing global consumption trend patterns, and the ways in which consumers want to be targeted.

We would like to leave you with a quote from Cecil Beaton, English photographer and fashion designer, “Be daring, be different, be impractical, be anything that will assert integrity of purpose and imaginative vision against the play-it-safers, the creatures of the commonplace, the slaves of the ordinary.”

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