Like-minded communities are emerging. Driven by values, guided by purpose. They’re shaping the future together.
From demographics to values
When it comes to understanding consumers, conventional demographic markers often fall short. Individuals are multiple, societies are fragmented, and the world is multi-connected.
We have created a new consumer identification approach, centered around values. These re-imagined groups are called Totems.
What is a Totem?
Totems transcend age, gender, and geography, and are instead grouped by distinct and future-forward values. They were identified by the Foresight & Design team of dsm-firmenich through a unique and innovative approach alongside an international team of anthropologists and ethnographers.
“TOTEM provides a rare lens into tomorrow’s consumers — defined by constant change, yet grounded in joy and human connection.”
Meet the Totems
Five transformative paths to define and reinvent ourselves in this ever-changing world.
Discover Your Totem
Take this short quiz to reveal which Totem – or Totems – resonate with you most.