Cultural consumer

With the rise of expressive technologies, cultural consumers have harnessed the Internet to fuel their own creative efforts.

The term was coined [citation needed] by author Patricia Martin in her book, The Rise of the Cultural Consumer and What It Means For Your Business, in which she suggests that the convergence of art, technology and entertainment is remaking the American consumer.

These consumers will look toward companies that can "present an offering that solves a problem, does some good, and delivers aesthetically".

Authenticity is paramount, and stories and images are powerful means for communicating messages.

Although cultural consumers may have once represented a small segment of the population, this group is rapidly expanding through access to technology and the Internet.