Written by: gfesadmin on March 11, 2013

Niche markets are upon us all. As a kid, I waited with baited breath to look at one of my favorite shows of all time, The Price Is Right. Who can ever forget the voice of Rod Roddy with his jolly pitch lingering on every word, happily saying, “Come on down! You’re the next contestant on the Price Is Right!” I was part of a niche market when watching this show, and I didn’t even know it. In their book, The Rebel Sell, Heath and Potter explain that niche markets are a driving force behind new products, new television series, and anything dealing with the latest cultural trends. Such markets make businesses aware of what interests society. What are we focused on currently consuming? In earlier decades, consumers were largely unaware that they were being watched. With such knowledge today, is it possible to avoid being tracked by such a market?  

It seems that those monitoring the niche markets also either work with or are experts in not only tapping into the consumers’ desires but also then navigating where they want the consumer to eventually shift their focus. It feels quite controlling. This appeals to broader markets than just television; it speaks to clothing and grocery purchases, the latest health fad and the most visible frustration with government. They take a pulse on what we currently like or are interested in and then figure out what they can market to make it the latest, greatest idea on a subject. They desire to give us something that makes us feel like our individual desires are satisfied, but ultimately their goal is to tap our pocketbook. At the end of the day, though niche markets appeal to a multiplicity of unique tastes, they are unified in their sole pursuit of our dollar. After all, we live in a consumer culture. We buy to be different.

We even buy to make a difference. Herein lies a positive note. Right now, the hot button for many ministries is human trafficking. While it is has been around for years, and many organizations have been working against such operations, today its cause has taken the culture by storm. Many participate by buying goods made by former victims to help the continued efforts of rescuing others. This is a commendable example of us wisely and consciously using our buying power, in other words, or money. That is to say, we don’t have to constantly mindlessly spend our resources in this culture to tickle the latest fancy that niche markets suggest is the new must have.   

All in all, my new awareness of these niche markets causes me to rethink the motivations behind my spending habits, taking my own pulse.

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