The recent resurgence of the vinyl record and the proliferation of so-called craft and artisanal products offer unique opportunities to observe ongoing shifts in the contemporary consumer’s values and attitudes. In this article, we explore such thought-provoking market developments and their implications by contrasting them with the conventional understanding of markets and consumers. This understanding can lead to marketing myopia as it works from the utility-oriented assumption that what ultimately matters for both the company and the customer is cost efficiency and convenience. Against this backdrop, in this article, we discuss how market developments representing the contemporary consumer’s mindset prove valuable in creating customer insight that highlights aspects often obscured by an exaggerated focus on cost efficiency and convenience. We provide an alternative approach to evaluating markets and consumers that encourages companies to build their customer-centric market strategies around questions of context, authenticity, story, and resonance. This will help them narrow the gap between their market offerings and the actual wants and needs of their customer, and consequently allow them to revitalize their market.

黑胶唱片的近期复兴以及所谓手工艺和手工产品的泛滥为观察当代消费者价值观和态度的不断变化提供了独特的机会。在本文中，我们将这些发人深省的市场发展及其含义与对市场和消费者的传统理解进行了对比，以探索它们的含义。这种理解可以导致营销近视，因为它是基于面向效用的假设而进行的，即对公司和客户而言最重要的是成本效率和便利性。在此背景下，我们将在本文中讨论代表当代消费者思维方式的市场发展如何在建立客户洞察力方面发挥重要作用，这些洞察力突出了因过于强调成本效率和便利性而经常被遮盖的方面。我们提供了一种评估市场和消费者的替代方法，该方法鼓励公司围绕环境，真实性，故事和共鸣问题建立以客户为中心的市场策略。这将帮助他们缩小市场产品与客户实际需求之间的差距，从而使他们恢复市场活力。