Trends

Citysumers

 -  5 min read

URBAN CULTURE IS THE CULTURE. Trust and appreciation are at the core of getting any customer to invest in the unknown, but luckily for many brands, the growing number of sophisticated Urbanites is more try-out prone than ever before. The typical Urbanite lives in a major city and is aged 18 – 44. They are affluent, optimistic and seek an experience-rich life. And now a new breed of Urbanite is taking the buying world by storm. Enter, the Citysumer.

Citysumers are on the rise both literally and figuratively. Around the world, more people are moving into urban environments. The result? A global emerging middle class that nears 2 billion who currently spend $6.9 trillion a year.

They are hyper-productive and highly motivated individuals who are spend-high and time-poor. They are motivated to find the best of the best and are anxious to try what’s new. The Citysumer’s life is a fast-paced, contemporary one. These people are sophisticated, have large networks and a drive for fulfillment in all areas of their lives.

Citysumers embrace crowd-sourced projects. Take the D*Haus¬†Company as an example. The D*Table is compromised of four hinged sections and can be arranged into eight different combinations to suit the surrounding space or the storage needs of the owner. It’s a unique piece that caters to the Urbanite looking for something functional, contemporary and unique. This company launched into action through Kickstarter.

Even those who live in rural areas are vying for sophisticated products and experiences. They are hyper-aware of the luxurious culture associated with city life – whether or not they are from a bustling metropolis themselves. The gap between rural and urban culture is rapidly diminishing. With more than 70% of adults across the United States online, the line between what was once rural culture and urban culture is becoming increasingly blurred. Urban culture is the culture in 2014.

So what does this mean for brands? Embrace the fact that Citysumers are open-minded and willing to try new things. Break into emerging markets that stray from traditional social and familial structures. Cater to the Citysumers’ pride for their city and their desire to escape day-to-day reality even if it’s just when they enter the grocery store. Think small, specialized supermarkets and community gardens.

Don’t be timid when catering to Citysumers – they’re bold and ready to experience the best.

Examples of this trend:

Drizly is an app that allows people to purchase alcohol for home delivery. No more last minute beer runs. Customers can use a credit card to purchase beer, wine and liquor and a local store will fill the order. Instead of an up-charge like similar delivery apps, Drizly charges stores a monthly fee for its software, iPads and iPhones. The app started in New York City and launched in Chicago last month.

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Launched in San Francisco in March 2013, Good Eggs is a service connecting customers with farmers or food producers in their local area. Shoppers can browse the Good Eggs site and view groceries, along with full details of the vendor who produced them. Buyers can have their groceries shipped directly to them for a small fee or pick them up from a local delivery point for free.

Screen Shot 2014-06-19 at 9.55.11 AMA Tokyo-based design studio, – YOY, debuted a series of two-dimensional chairs that can be hung like art works. Made from an aluminum and wooden frame covered by flexible fabric, each canvas features a life-sized image of furniture that can be ‚ ‘sat’ upon. Three versions of the 2D art works are available, including a sofa, an armchair and a stool.

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