So, What About The Individual?
Muzak has identified sixty types of individuality through the Lifestyle Approach. Lifestyle is the management of differences among people within in a consumer society. These distinctions help us define ourselves and recognize others. The Lifestyle Approach creates a sense of authenticity and community within the forced social conditions of shopping and work.
All forms of difference and subjectivity have now become flattened and permeated by capital. Even the most subversive or previously excluded portions of society now have political power and recognition as purchasing demographics. They bring authenticity, innovation, and diversity to a company's marketing appeal. The Lifestyle Approach gives Muzak new power to help companies communicate to and influence their audience. The benefits of this approach are simple:because thought is associated with a lifestyle, it can be designed and therefore managed. Lifestyle sells access. When a company constructs a lifestyle it generates an entirely new market. This is a proactive strategy that takes advantage of the clustering practices used by companies like Claritas and Amazon.com.
Muzak is human engineering, helping the corporation achieve its true products: the consumer and the employee.