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Beyond personas: Why brands must design for multiple selves

todayJanuary 22, 2026

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By Abdullah Yusif MAHMUD In marketing circles, the idea of a singular, stable consumer identity has long guided segmentation models. Brands built their strategies around fixed personas: “the working mother,” “the ambitious millennial,” “the affluent professional.” Yet this framework is collapsing under the weight of contemporary consumer behavior. People do not live as single selves; […]

The post Beyond personas: Why brands must design for multiple selves appeared first on The Business & Financial Times.

Source: thebftonline.com

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Written by: truelightfm

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