In the Transformational Economy, ‘Being’ and ‘Becoming’ Have Started To Merge

The old brand model started at customer personas. The new model now begins at user evolution.

Jasmine Bina
9 min readMar 12, 2018


We’re seeing a change in the modern consumer that our current brand frameworks aren’t capable of addressing.

What best defines your brand’s target market isn’t demographics, income level, hobbies, social circle, attitudes, political leanings, past purchases or other traditional qualifiers of the ubiquitous customer persona framework.

All of those labels indicate a state of being.

They are static in place and time. They are two-dimensional labels that, while helpful in adding context to outline your user within, fall short of providing the real depth your brand needs to get to — the ‘user evolution’.

The user evolution refers to the transformation that your customer is undergoing.

One or two generations ago, transformation had a time and place. A job promotion, salary raise, first child, first home or becoming an empty nester were finite moments of transformation that changed the customer’s buying habits and brand loyalties.

But today, none of those rules stand.

Today, we work in ever-evolving co-working meccas where the people sitting around us are different from the beginning of the week through the end. Today, we combine 23andMe results with customized supplement stacks for daily experiments in cognition and output.

Today, we reveal ourselves in the micro-content we publish on an hourly basis, increasingly create our own job titles, and regularly move between diets and juice cleanses.

We walk into a SoulCycle, Crossfit, Anger Room or bootcamp one person, only to emerge a spiritually uplifted human being an hour later.

If you had to take a second look at what truly defines us as consumers, it’s clear that we are experimenting, testing, pushing, changing, discovering, formulating, creating and effecting. It is the level and type of transformation that defines us more than anything else.



Jasmine Bina
Concept Bureau Insights

Cultural Futurist and Strategist. I'm the CEO of Concept Bureau ( and Co-Founder of Exposure Therapy (