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The Consistent Consumer Revised and Expanded
Behavior-based demographics are dead. Instead, values-based systems are what will ensure the success of your next marketing campaign. The authors of The Consistent Consumer say values, not past behaviors, will help you better define and understand today's diverse consumer groups and more accurately anticipate how these distinct populations are likely to behave in the future-and what they are likely to buy as a result. Ken Beller, Steve Weiss, and New York Times best-selling author Louis Patler offer a values-based profiling system with six proprietary Value Populations you can use to quickly and effectively shape marketing strategy and increase the impact if your brand. With The Consistent Consumer as your guide, you'll learn how make and instant connection with consumers, increase sales by learning what really drives consumer spending, enhance market share with products that speak to core values, motivate groups more effectively with customized messages, and influence consumer buying decisions for years to come. The authors offer successful case studies from industries such as quick-serve restaurants, home improvement, and sports and entertainment, along with dozens of sales, marketing, and management insights that will teach you how a values-based system will help you brand your product at a much deeper, more enduring, and ultimately more consistently profitable level.
326 pages, Paperback
First published May 1, 2013
1 person want to read
About the author
Ken Beller
7 books2 followersKen Beller is cofounder and president of Near Bridge, Inc., a consulting firm that links values to the bottom line and specializes in generational and cultural diversity, visionary leadership, and global sustainability. An acclaimed public speaker and international business leader, Ken has worked in more than twenty countries leading innovative programs for some of the world's most prominent companies and organizations.
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Displaying 1 of 1 review
December 6, 2025
The Consistent Consumer by Ken Beller, Steve Weiss, and Louis Patler does a great job challenging the assumption that demographics influence consumers’ behavior. The authors make a good argument about how deeply rooted values shape why consumers make the purchasing decisions that they do. Just looking at the first chapter alone, the authors build a foundation that defines values as emotional and behavioral drivers. By the second chapter, readers are introduced to the concept of cultural “icons” that help to mold generational identity. So, they don’t waste time establishing a case for a value-based approach to buying. Further in, they discuss how behaviors can change as circumstances do. However, the value remains surprisingly stable over time, making this a powerful indicator that companies can use to understand their customers as opposed to reacting to the changing trends.
This guide also introduces the five proprietary Value Populations in part two, each defined by shared histories and formative cultural forces, rather than being defined by age and spending habits. This is a refreshing and necessary shift that we all need to understand, especially as consumer identities become more and more complex with the changing times, compared to what traditional marketing research typically looks for.
Beller, Weiss, and Patler bring these profiles to life using examples of how organizations such as California Closets have realized a value-driven desire for personal sanctuary. This is demonstrated in part three of the guide. They also used the NBA as another example of an organization that uses value alignment as opposed to demographics to expand its reach. These examples show real-world applications that lead to conversions, stronger brand relatability, and deeper emotional loyalty from consumers. The authors use practical implementation that marketers, executives, and entrepreneurs alike can easily and immediately adapt. As a consumer myself, I can attest to these powerful examples in this book and how they’ve influenced my decisions and where I place my own value and loyalty.
The writing is very clear, simple, and organized. Each chapter builds on the previous one. The guide is structured in such a way that readers can move from the foundational building blocks and understanding to practical execution. It’s written so that readers can absorb the material and apply it. Risk assessments are discussed as well, along with market entry decisions, and how even a well-funded campaign can end up being sabotaged if value is misaligned. In part four, these discussions really bring out real-world concerns. These authors also understand that no business can afford to misunderstand its customers, and they offer a fresh view of how these costly mistakes can be prevented.
Readers who’ve enjoyed works like Jonah Berger’s Invisible Influence or Daniel Kahneman’s Thinking, Fast and Slow, will appreciate The Consistent Consumer the most, for its insights into consumer behaviors and actionable marketing strategies for businesses. This guide prompts readers to think about everything they’ve ever assumed about decision-making. But it also distinguishes itself from other guides by focusing more on cracking the code of value identities that make consumers predictable over time, and less focus is on persuasion tactics.
This guide would serve as a valuable tool for not just consumers, but executives, brand strategists, and entrepreneurs who may be looking to create offers that consumers can genuinely trust and want, and not the typical demographic clichés.
This guide also introduces the five proprietary Value Populations in part two, each defined by shared histories and formative cultural forces, rather than being defined by age and spending habits. This is a refreshing and necessary shift that we all need to understand, especially as consumer identities become more and more complex with the changing times, compared to what traditional marketing research typically looks for.
Beller, Weiss, and Patler bring these profiles to life using examples of how organizations such as California Closets have realized a value-driven desire for personal sanctuary. This is demonstrated in part three of the guide. They also used the NBA as another example of an organization that uses value alignment as opposed to demographics to expand its reach. These examples show real-world applications that lead to conversions, stronger brand relatability, and deeper emotional loyalty from consumers. The authors use practical implementation that marketers, executives, and entrepreneurs alike can easily and immediately adapt. As a consumer myself, I can attest to these powerful examples in this book and how they’ve influenced my decisions and where I place my own value and loyalty.
The writing is very clear, simple, and organized. Each chapter builds on the previous one. The guide is structured in such a way that readers can move from the foundational building blocks and understanding to practical execution. It’s written so that readers can absorb the material and apply it. Risk assessments are discussed as well, along with market entry decisions, and how even a well-funded campaign can end up being sabotaged if value is misaligned. In part four, these discussions really bring out real-world concerns. These authors also understand that no business can afford to misunderstand its customers, and they offer a fresh view of how these costly mistakes can be prevented.
Readers who’ve enjoyed works like Jonah Berger’s Invisible Influence or Daniel Kahneman’s Thinking, Fast and Slow, will appreciate The Consistent Consumer the most, for its insights into consumer behaviors and actionable marketing strategies for businesses. This guide prompts readers to think about everything they’ve ever assumed about decision-making. But it also distinguishes itself from other guides by focusing more on cracking the code of value identities that make consumers predictable over time, and less focus is on persuasion tactics.
This guide would serve as a valuable tool for not just consumers, but executives, brand strategists, and entrepreneurs who may be looking to create offers that consumers can genuinely trust and want, and not the typical demographic clichés.
Displaying 1 of 1 review