Final answer:
Companies are exploring new market segments defined by consumer cultures, which symbolize more than just needs but represent lifestyles and identities. Marketing strategies have evolved to sell dreams and lifestyles, manipulating consumer emotions to increase demand for products.
Step-by-step explanation:
Some companies are proposing newer market segments defined by "consumer cultures" related to shared sets of consumption-related symbols. The concept of consumer culture is deeply embedded within the various aspects of society, where consumption extends beyond needs to symbolize status, lifestyle, and personal identity. This phenomenon emerged significantly in the post-World War I era, where the increase in the production of consumer goods necessitated an equal commitment to consumption. Marketers of the 1920s capitalized on this by manipulating emotions and selling the good life as synonymous with the life of goods. In our postindustrial society, individualism and self-reliance are highly valued, and consumption often serves to showcase personal tastes and successes. Globalization has further amplified these effects, with the spread of consumer culture across borders, integrating global markets with local cultures. Nonetheless, there is a paradox where the ideology of consumerism can obscure the conditions of work and production, highlighting only the ideals of choice and pleasure. Consumerism has also evolved to associate commodities with transformative powers, a concept known as commodity fetishism. Big businesses and marketing experts understand that selling dreams and hope can be more effective than simply selling tangible goods. By identifying consumer cultures centred around concepts such as convenience, youth, America, internationalism, cosmopolitan orientation, and humanitarianism, companies can target specific segments and stimulate further consumption.