We often hear the term “people like us” for word-of-mouth referrals and other sources of business.
When there were three TV channels that meant the people in our own country or community.
Except in dire straits such as war or political manipulation, however, a category that broad doesn’t cut it anymore.
Today, people only use attributes of birth such as nationality to start their identity—people of the same race, language, gender, sexual orientation, age. Then, they take it further.
As always, being in the same economic bracket or type of employment counts—as read through clues such as dress, mannerisms, accent.
With the personalization of the media and the resulting information explosion, people today identify with others who share their passions—their political, spiritual or cultural values.
In other words, we identify most with people who have the same feelings we do about the same things, the people we enjoy doing things with and spending time with.
Interacting with people in these numerous, sometimes cross-linked, affinity groups often is our major source of information and even opinions.
For many, these groups have become more important than the family that does not share the same values and emotions.
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www.dellrichards.com and use our online form.