Endorsements and paid reviews aren’t as powerful as what the Joneses next door feel about their outdoor patio pool, a maxim that has held true for marketers. But the top-down model where nuggets of truth related to a product can be hidden just doesn’t work anymore. The consumer base has never been a homogenous entity that can be considered to have a singular set of traits that define its preferences and purchasing habits. But generations do. And as technology grows and develops, and advancements are made in communication and transportation, certain habits arise with more ubiquity than others. (more…)