身份的未来（英）.pdf

: .
WHAT THE FUTURE:
IDENTow will we craft and express our avatar identities, and how many
spaces? How will you find will we craft?
“your people”?
Underlying all this discussion is, of course, a central question for us all to consider: How do we as marketers
and researchers use what we know of identity and to what extent? Ponder on, dear reader. And ask yourself
the question as you go: Who are you?
I really wanna know.
of Gen Z adults agree that a person is either a man or a
woman and not anything in between. That's 10 percentage
points less than the average American and 13 points less
38% than Gen X and Baby Boomers.
(Source: Ipsos survey conducted Mar. 8-11, 2022, among 3,015 . adults.)
2 ‒ Powered by IpsosWHAT THE FUTURE I Identity Territory TheThe laylay ofof the land Tensions PlausiblePlausible ports portsand Waypoints and AppendixAppendix
Waypoints
Contents
1. Territory map 4. Plausible ports and Waypoints
The future of identity will be driven by forces Based on our data and interviews with experts, we