KickGlass Identity Matrix And The 5Bs Captures The Complexity Of Consumer Identities

Introduction

In 2022, Jax sang "I know Victoria's secret / She was never made for me and you.” Later that same year, Victoria's Secret, once known for its narrow beauty standards, underwent a remarkable transformation by embracing a more socially-informed approach to marketing.

The brand bid farewell to its annual fashion show and paved the way for Rihanna's body-expansive Savage x Fenty fashion show on Amazon Prime. Unlike its predecessor, Savage x Fenty showcased models of different body types, genders, ages, skin tones, and racial backgrounds. It also included pregnant models, models with physical disabilities and men modeling innerwear, resonating deeply with consumers who had long felt excluded from the lingerie industry.

This strategic move, combined with the brand's use of curvy in-store mannequins, propelled Savage x Fenty to extraordinary success, with an estimated annual revenue of $150 million. By shattering beauty norms and championing diversity beyond the superficial, Victoria's Secret reinvented itself, proving that marketing that is authentically inclusive is not only socially conscious but also a powerful driver of financial success in the ever-evolving fashion landscape.

In today's dynamic marketplace, marketers face a new challenge - the complexity of consumer identities. Gone are the days when demographics alone could effectively guide marketing strategies. Consumers now demand a deeper level of authenticity and personalization, which requires marketers to navigate this landscape with finesse and insight. By understanding the multidimensional aspects of consumer identities, marketers can activate KickGlass Branding principles and deliver personalized experiences that drive brand growth and positive social impact.

The concept of an identity matrix offers a fresh lens to understanding the complexities of consumer behavior that shifts the needle from Inclusive Marketing to KickGlass Branding. It recognizes that consumers are not simply defined by surface-level characteristics but are shaped by a combination of biology, personal experiences, and social influences that are interconnected, intersectional, hierarchical, layered, and dynamic. The KickGlass Identity Matrix allows for a deeper exploration and appreciation of the complexity of human identities and experiences. This holistic understanding enables marketers to forge deeper connections with diverse audiences, foster inclusivity, and achieve remarkable marketing outcomes that resonate with the demands of today's consumers.

Introducing the 5Bs of KickGlass Identity Matrix

The KickGlass Identity (ID) Matrix offers a lens through which marketers can unlock the intricacies of consumer behavior. It provides an expansive definition of identity that recognizes the multifaceted and intersectional nature of all individuals and, particularly, the complex identities of Gen Z individuals. KickGlass ID Matrix moves beyond simplistic labels focused solely on singular aspects of an individual’s biology such as race, gender, or sexual identity. An identity matrix provides a structured way to organize and examine the key elements that contribute to one's sense of self in a layered and interconnected structure, while acknowledging each consumer’s unique stories, and tailoring experiences that genuinely resonate. The KickGlass ID Matrix encompasses five key dimensions of consumer identity and their interconnected, intersectional, hierarchical, layered, and dynamic complexity.

Biology

The biology dimension encompasses the biological aspects of an individual's identity. This includes genetic makeup, physical attributes, physiological processes, and other biological factors that shape us as individuals.

KickGlass Branding Activation:

• Traditional demographic traits touch on elements of biology such as age and gender, but the Biology aspect of the 5 Bs framework could include a deeper understanding of genetic, physiological, and health characteristics. For example, acknowledging the increasing prevalence of lifestyle diseases might help a food company develop and promote healthier options.
• Marketers can explore the genetic influences on consumer preferences, sensory experiences, and health-conscious attitudes and harness this knowledge to create personalized marketing initiatives that cater to individual needs and preferences.

Biography

Biography represents an individual's personal history, experiences, and life events. It encompasses factors such as upbringing, cultural background, education, relationships, significant life milestones, and other personal experiences that contribute to forming one's identity.

KickGlass Branding Activation:

• This goes beyond basic demographic data, capturing personal history and significant life experiences. By understanding the individual's journey, marketers can craft narratives that resonate more deeply on a personal level, enhancing the effectiveness of their campaigns.
• KickGlass Branding recognizes the importance of acknowledging and respecting the individual stories and experiences within the larger context of diverse identities, creating a sense of connection and authenticity.

Beliefs

Beliefs refer to an individual's convictions, ideologies, values, and perspectives. They encompass the cognitive and belief systems that shape how individuals perceive the world, make decisions, and form their identities. Cultural, social, and personal factors can influence beliefs.

KickGlass Branding Activation:

• Psychographic segmentation includes some elements of 'Beliefs,' but the 5Bs approach offers a more profound understanding of the values, moral standards, spiritual convictions, and political ideologies that drive consumer behavior.
• Knowing these can lead to more tailored and authentic messaging. Marketers gain an understanding of the deep-seated beliefs and values that guide consumer decision-making. They can then align their brand messaging and values with those of the target audience to establish emotional connections and inspire loyalty.

Belonging

Belonging captures the sense of connection, inclusion, and identification within social groups or communities. It encompasses the affiliations, social relationships, and community ties that contribute to an individual's sense of identity, belongingness, and social integration.

KickGlass Branding Activation:

• Marketers must recognize the importance of social connections and the human need for belonging. Recognizing the social identities and communities that consumers align with can inform partnerships, channels of advertising, and messaging.
• Understanding where consumers feel a sense of belonging can lead to a more targeted and community-focused marketing strategy. Marketers should cultivate inclusive experiences that foster strong emotional connections with your audience, creating a sense of community and shared identity.

Behavior

Behavior refers to individuals' actions, choices, and responses. It includes the observable manifestations of an individual's identity, encompassing how they interact with others, engage in activities, express themselves, and navigate their environment.

KickGlass Branding Activation:

• Traditional behavioral segmentation looks at past purchasing behavior and responses to marketing efforts. The 'Behavior' aspect in the 5 Bs model would examine broader lifestyle behaviors and habits, providing a more comprehensive perspective on how consumers interact with products and brands.
• Marketers uncover patterns and motivations behind consumer behavior. They can gain valuable insights into preferences, purchasing habits, and engagement patterns by analyzing consumer behavior, enabling them to refine strategies and deliver tailored experiences.

Capturing Identity Complexity within the Matrix

The elements of the KickGlass ID Matrix are interconnected, intersectional, hierarchical, layered and dynamic:

• Interconnectedness: The elements influence and shape one another, forming a complex web of relationships. Changes in one element can have ripple effects on the others. For example, one's biology can influence beliefs, behaviors, and sense of belonging.
• Intersectionality: The elements of the matrix intersect and interact, recognizing that individuals possess multiple social identities that shape their experiences. This intersectionality contributes to the complexity of identity and acknowledges the unique challenges faced by individuals with multiple marginalized identities.
• Hierarchy and Layering: The elements may possess varying degrees of significance and impact. While all elements are important, their significance and depth may differ. Biology may form a foundational layer, influencing other elements, while beliefs and behaviors may be more visible and subject to conscious control.
• Dynamic Nature: The KickGlass Identity Matrix acknowledges that identity is dynamic, evolving, and influenced by various factors over time. It recognizes that individuals can grow, change, and adapt their identities in response to experiences, knowledge, and social interactions. The matrix allows for fluidity and acknowledges that identity is not fixed but can be influenced by personal growth and external factors.

By exploring the dimensions of biology, biography, beliefs, belonging, and behavior (5Bs) and their interconnectedness within the KickGlass ID Matrix, marketers can unlock deeper consumer insights, craft authentic storytelling, and deliver personalized experiences that resonate on a profound level. By expanding their representation of different body types, genders, and racial backgrounds, Victoria's Secret addressed the biology and belonging dimensions of the KickGlass Identity Matrix.

They recognized the need to cater to diverse consumer identities and foster a sense of inclusion and belonging within their audience. This shift not only resonated with consumers who had previously felt alienated but also tapped into a significant market potential that was previously untapped. The success of Savage x Fenty showcases the power of leveraging biosocial identity to drive business growth and establish a meaningful connection with consumers.

Enhancing KickGlass Branding through the Identity Matrix

KickGlass ID Matrix aligns perfectly with the core principles and goals of KickGlass Branding.

• Deep Understanding of Consumer Identities: KickGlass ID Matrix provides a framework to delve into the multidimensional aspects of consumer identities, going beyond surface-level demographics. By understanding the complexities of individual identities, marketers can tailor their messaging and experiences to resonate with diverse consumer segments.
• Personalization and Relevance: KickGlass ID Matrix enables marketers to personalize their marketing efforts based on the specific dimensions that shape individuals' identities. By delivering tailored messaging and experiences, marketers increase the likelihood of engagement and build long-lasting relationships.
• Authentic Representation: KickGlass ID Matrix provides a deeper understanding of the diverse identities and experiences of the target audience. By authentically representing diverse identities in marketing campaigns, brands can create a more inclusive and relatable brand image, attracting and resonating with a broader range of consumers.
• Social Impact and Empowerment: By understanding the social dimensions of consumer identities, marketers can develop campaigns and initiatives that empower and uplift marginalized communities, challenge biases, and foster a more inclusive society.
• Building Trust and Loyalty: By genuinely engaging with consumers based on their identities, marketers can build trust, strengthen brand-consumer relationships, and cultivate a loyal customer base that becomes brand advocates.

Conclusion

The application of KickGlass ID Matrix within KickGlass Branding is a game-changer for marketers, including iconic brands like Victoria's Secret. The concept of an identity matrix based on the 5Bs provides marketers with a fresh lens to navigate the complexities of consumer behavior, acknowledging that individuals are shaped by a combination of biology, personal experiences, beliefs, belongingness, and behavior that go beyond the boundaries of traditional segmentation.

It equips marketers with a powerful toolset to thrive in the dynamic, complex, and inherently risky marketplace by truly understanding consumer identities. By embracing the concept of KickGlass ID Matrix and the 5Bs elements, marketers have the keys to unlock a future where marketing becomes a force of authenticity, consumer well-being, and remarkable success.

The next article in this KickGlass Branding series will unveil the CARES Model of Consumer Social Well-Being and provide marketers with tips for marketing activation.