Looking at the generations from the Fourth Turning perspective

[David Horn]

(06-14-2018, 07:08 PM)sbarrera Wrote:

(06-12-2018, 08:55 AM)David Horn Wrote: ...  Millennials appear to be the first generation to reject the merchant-customer model.  They may come to regret it, but deciding to reverse course is less than likely.  They have no emotional tie to that model, so it would be a faux nostalgia for a time gone by...

I'm curious - how are Millennials rejecting the merchant-customer model? Jeff Bezos is the ultimate merchant and the richest guy ever! Is it that online marketplaces are the new model?

By that I meant the transactional relationship between a physical merchant and a customer. If there is no need or desire to have a physical relationship to a product prior to buying it, as seems to be the case today, then the acquisition process is no longer one where, for example, we try on clothes and pick the ones we like. Now, we just click and acquire. Will that kill branding or make it stronger? There doesn't seem to be much else tying us to our purchases.