Today consumers have the permission, desire and ability to construct their own identities. Trendwatching has labelled this trend ‘Post-Demographic Consumerism’, and it’s characterised by behaviour that breaks age, sex or socially appropriate expectations. Established brands are reacting to the reshaping of conventions – Rolls Royce overturning brand heritage through an XBox game, Graham Crackers celebrating the ‘new normal’ with the coming together of a  post-divorce family and Lean Machine Ale exhibiting ‘hyper demographic irony’ with a beer delivering post workout benefits.