Karma Queens, Geek Gods, and Innerpreneurs: Meet the 9 Consumer Types Shaping Today's Marketplace [Hardcover]

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In this guide to reaching a rapidly diversifying consumer population, marketing veteran Rentel divides the purchasing public into nine "C-types," then sets about pinning them to a set of characteristics, interests and exploitation-ready buying habits. Profiles include the "Karma Queen," an alternative-remedy, health-obsessed Birkenstock enthusiast; the "Innerpreneur," a neo-hippie business owner who prioritizes inner peace over Porches; the "Middleman," an immature post-collegiate; and "E-Litists," interested in going green so long as it doesn't cost them style, comfort or quality. In accessible, well-laid out text, Rentel outlines their market-relevant stats, detailing the behavior and fixations of each consumer clique; for instance, when it comes to Middlemen, "Sex sells; 'relationships' don't." Using this information, Rentel delineates slick marketing moves for each type, like selling upscale chocolate to Karma Queens, energy bars to the Innerpreneur and big-ticket designer brands to "Ms. Independents" (single women committed to themselves, rather than family, feminism or corporate conquest). Though Rentel confesses that his primer is "not meant to be a comprehensive study of all ... consumers in existence," that doesn't forgive his tendency toward easy stereotyping; though it's an interesting, informative read, its utility is limited by a penchant for oversimplification.
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Get to know the consumers who count.

"This isn't a book about marketing. It isn't a book about business, as such. It's much more. It's a book about people-the real, fascinating, complex, multifaceted people called consumers. Funny and insightful, Karma Queens, Geek Gods and Innerpreneurs takes a fresh look at how specific, colorful and influential consumer types are shaping tomorrow's marketplace now.”-David Granger, Editor-in-Chief, Esquire

“Consumer Types are an entirely new way to classify consumers, brought to life with fascinating real world stories, backed up with supporting data, and going far beyond demographics.”-Bennett L. Brenton, Ph.D., Director of Innovation, PepsiCo

“An insightful, impactful book that speaks to a sensibility, passion, and drive for understanding the 'consumer heartbeat.'”-Todd Cunningham, Senior Vice President Brand Strategy and Planning, MTV Music Television

“Don't let all the talk about marketing fool you-identifying C-types helps you communicate better on an everyday basis with absolutely anyone. The possibilities (read: profits) are endless.”-Stephanie Young, Health Director, MORE Magazine

“Ron Rentel has synthesized findings from a powerful, highly sensitive new market research approach into a brilliant chronicle of nine new subcultures that will inform and excite any reader. It is an anthropological thrill ride through the 21st Century's first decade. Highly engaging and readable, it is a MUST for anyone who recognizes the bankruptcy of mass marketing and who understands that our modern “world” is in fact a confederation of niches.”-Gary Hirshberg, President and CE-Yo, Stonyfield Farm

“An interesting exploration of new slices of our fragmented psyche. Filled with useful insights and amusing anecdotes.”-Edwin Schlossberg, Founder, ESI Design

“Ron Rentel captures the essence of consumer habits in this engaging insider's view of interesting personality types...a must-read for consumers and marketers everywhere.”-Madelyn H. Fernstrom, Ph.D., CNS, University of Pittsburgh Medical Center