Michael Solomon

Hi, I’m Michael Solomon, a Professor of Marketing in the Haub School of Business at Saint Joseph’s University in Philadelphia, Marketing Consultant and published Author of the most widely used book on consumer behavior in the world, “Buying, Having, and Being.”

My latest book in this area is “Why Fashion Brands Die & How to Save Them,” which I co-authored with Brandon Roe, the host of the Fashion Podcast. And in 2022, I will have another of my books published: “Fashion and Luxury Marketing .”

As a recognized world expert on Consumer Behavior, I am regularly engaged to advise leading brands such as Calvin Klein, eBay, Campbell’s, United Airlines, Levi Straus, Intel, Dupont, BMW, Under Armour, Timberland, Wrangler, Lululemon, and H&M, just to name a few.

I am a frequent guest on shows like The Today Show, Good Morning America, and CNN to comment on consumer issues.

My latest book, The New Chameleons: How to Connect with Consumers Who Defy Categorization, is marketing for the next generation and might just be my most impactful work to date.

You see, although the world has moved on, marketers are still using the same outdated categories to pigeonhole their customers. Brands are still forcing people into segmentation cages, such as binary gender divides, which only alienates the modern consumer.

Boundaries are blurring, and today’s consumers fit into multiple categories. Like chameleons, they change their identities faster than Lady Gaga changes outfits.

To engage with this new consumer and stay ahead of competitors, brands need to adapt their marketing for the chameleon consumer.

In “The New Chameleons,” I show marketers and retailers why they need to move away from traditional categories and see consumers as individuals rather than as part of a homogenous market segment.