Everyone likes to feel special, like an individual, like they matter. Such recognition forms a central aspect of our identity, and it helps carve out our sense of place and purpose in the larger constructs of society and culture. This sense of distinctiveness is a big part of what it means to be human. People will always seek to find ways to differentiate themselves, to stand out, and to feel unique by engaging in activities and experiences that connect with this authentic sense of self.
This idea of personalization continues to hold value among people from nearly all walks of life, and permeates numerous aspects of our culture. Today, we are increasingly hearing about the merits of personalized gifts, personalized learning, and of course, personalized customer experiences.
Given the value that our culture places on individuality, it is only natural then, that true personalization would become one of the fundamental goals of brands and marketing professionals. The time of casting expansive nets of generic mass-mediated messages intended to lure wide swaths of demographic segments toward a product or service is over. Instead, marketing has become much more focused.