MultiMe^SM 

Consumers are increasingly exploring and discovering multiple identities virtual and physical, as they – often aided by technology – maintain an ever-widening number of separate selves that all connect back to one fragmented, evolving “me.”

• Never before have consumers had the freedom and flexibility to constantly invent/re- invent the many facets of "me." Welcome to the world of numerous personalities and many identities – call it "multiple personality order."
• Agents of the self can inhabit multiple economic and social spheres – E-bay seller 567, kids’ soccer coach, Babble blogger and/or cosplay superstar.
• MultiMe is the idea of "self" as the sum of its aggregate parts. Multiple identities accumulate in physical and virtual spaces, but all eventually connect back to the "real me."
• Biculturals and transculturals are the original flexible identity consumers, navigating within and around multiple cultural touchpoints. Young Cosmopolitans are the next generation, adopting a multiplicity of cultural inputs purely by choice.
• Do you have multiple alter egos that seem in conflict? Bruce Wayne not aligning with your Batman? It’s all good . The MultiMe paradigm embraces existential integration. As Walt Whitman wrote, “I am large. I contain multitudes.”
• Millennials and Gen We in particular are wide open to the exploration and integration of multiple selves as they navigate life. Our trail of multiple, malleable identities is made up of both the crumbs we consciously create and those we unconsciously leave behind.

EMERGING IN: Shopper Experience, Money/Spending
MAINSTREAMING IN: Arts/Entertainment/Media, Technology, Entertainment, Media

VALUES/MOTIVATORS

identity
The satisfaction of realizing dreams for family, community and world. The sum of your style, attitude, image, personal history, life aim, likes and dislikes. Everything you do, say, feel and think defines and redefines your identity.

individuality
What makes you stand out from the crowd? This intense undercurrent in American culture is often combined with an equally strong urge to be part of the pack.

self-expression
Say it, sing it, do it – the ability to express the way you see the world empowers you and defines your identity.

image
The outer face you project to the world through choice of clothes, accessories, body art, car, cellphone, etc. What does it say about you?

flexibility
The ability to bend, adapt or change course quickly. Flexibility is the key to staying vital through ups and downs, highs and lows.

freedom
This American trademark is the basis of our desire for maximum choice and self-determination. The boundaries of our freedoms – real or perceived – shape our identities.

experimentation
Go ahead – give it a try. From trying on new identities to risk-taking in personal and professional life, experimentation keeps your edge sharp.

experience
What have you done lately? Bragging rights go to the active, curious seekers whose scrapbooks are cooler than the stuff in their closets.

novelty
Change it up, break the routine. That fun rush can come from the new or simply unexpected.

subversion
The desire to operate outside the norm and beyond the bounds of the status quo.

fantasy
Fired-up imagination can take us into alter-ego identities as well as different times, spaces and places.