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The term “Urban” can no longer be described as a race, demographic, or through a negative lens or perception. Urban Icon is the first to properly identify and define a new psychographic, segmentation and consumer profile that will prove to be the most dominating group in history.

We call them The New Urban™

OVER 2 BILLION STRONG

Huge in numbers, influence and buying power, they are creating a revolutionary shift in lifestyle and consumer culture. The New Urban describes the background, styles, attitudes, life choices and language of an inclusive global community.

They are mostly millennials that transcend ethnic, social and geographic boundaries, live zero to one degrees of separation and are united by their values and what they crave the most – Good + Cool. This group drives the social + fashion trends, technology, cultural vibration, and emerging markets.

As a result, brands are dramatically changing the way they market, communicate, and engage with this audience. As the Authority on the New Urban™, we offer organizations + brands a connection to the most dominant + influential consumer for the next two decades.

THE NEW URBAN™ FACTS

80% SAY

Technology made it easier to learn about other cultures

$3.4 TRILLION

In Disposable income

1st GENERATION

With authentic Global-outlook on life

60% USE

Social Media to communicate across the world

70% WANT

Brands to build relationships

2 BILLION

In population worldwide

16-39

Years of age

60% RESPECT

And expect Innovation in brands

ATTRIBUTES

  • Authentic
  • Creative
  • Diverse
  • Adventurous
  • Virtual
  • Genuine
  • Givers
  • Purposeful
  • Driven By Causes
  • Socially Responsible
  • Aspirational
  • Soulful
  • Vibrant
  • Empowered
  • Truthful

MARKET OPPORTUNITY

According to McKinsey & Company’s seminal 2016 study “Urban World: The Global Consumers to Watch:” By the year 2030, consumers in large cities will account for 81% of global consumption and generate 91% of global consumption growth from 2015 to 2030. In addition, just 32 cities globally are likely to generate 25% of the $23 trillion in urban consumption growth projected from 2015 to 2030, and 100 cities will be responsible for 45% of that growth.”

Now + Forever
THE NEW GENERAL MARKETPLACE

  • 58% of the market cap of S&P 500 companies is accounted for by “Goodwill”.
  • The most diverse consumer group in history.
  • They buy from brands that strive to meet cause related goals.
  • They love brands that tap into relevant social movements.
  • Social media influences 71% of their purchases.
  • 85% of them will learn about new products through social media.

THE NEW URBAN™ CONSUMER INSIGHTS

Our syndicated research study reveals the most important product categories of the New Urban™ Lifestyle.

TRANSPORTATION
PHONE
BEVERAGES
FAST FOOD
MOBILE
ONLINE TRAVEL
FITNESS
CLOTHING
SHOES
FINANCE
CELL PHONE