Dr Margaret-Anne Lawlor, makes some interesting points on how postmodern consumers view brands and product choices in front of them:
Postmodernism is concerned with consumer choice, continuous change relating to consumption patterns and product availability, along with marketing practices that challenge the status quo. Postmodern consumers buy and use commodities and fashions that allow them adopt multiple, temporary self-images.
The practice recognises a mischievous type of consumer who prides oneself on resisting traditional marketing courtship and brand boasts. Instead, the consumer tends to favour brands that appear to lack a unique selling proposition (USP).
Postmodern consumers tend to have contradictions. At one level, they will show irony and irritation at the status quo, such as the long-running tradition of soap operas and the phenomenon of reality shows. But at another level, witness the strong viewing patterns of these genres of entertainment.
Another characteristic of postmodern consumerism is the attraction to hyper-reality, in other words a simulated reality.
Eating healthily is a topic of conversation but look at the growth in smoothie consumption in Ireland. Market leader Innocent has about a 64 per cent share of the Irish market and enjoyed 100 per cent in annual growth in the UK.While many consumers will pay for such a product, would it not be much cheaper and more satisfying - albeit less convenient - to make one’s own smoothie? Therein, lies the contradiction of the post-modern consumer. We want a reality - namely health - but are happy to buy the hyper-reality offered by the creative marketer.