From Genes to Jeans: The DNA of Consumer Behavior
- Van Norris
- Sep 13, 2025
- 2 min read
When defined, DNA is a self-replicating material that is present in nearly all living organisms as the main constituent of chromosomes. Essentially, DNA is what makes you who you are. It’s your genetic makeup. Let’s incorporate the genetics of the consumer into this. What makes this specific consumer who they are? What attracts them? What makes them intentionally decide to make the purchase? Culture influence and consumers are connected at the hip. Companies put themselves at the best advantage possible when they carefully research these difference makers.
For example, let’s look into Levi’s recent marketing campaign. Partnering with global icon Beyonce, Levi’s has experienced a 3% increase in sales following its partnership with the artist (Henmen). Not surprisingly, one of Levi’s major consumers since the partnership are directly traced to those who have purchased numerous Beyonce albums in the past. It’s also why we are able to understand that the Jordan Brand experiences its most sales within the city of Chicago, IL. Culture is the main driver of consumer behavior. Well renowned company Procter & Gamble has mastered the consumer approach with its CMK (Consumer & Marketing Knowledge) Department where they essentially gather information and research that host the consumer as the driver of its company (Kotler, Keller 122). Though there are different concepts companies can implement to either penetrate its current market—or develop themselves into a new one—the main way this can be done is through focus groups. Spending your entire time learning one specific group of people and servicing them well doesn’t always mean you’ll be able to shift to the next group and replicate. Understanding behavior takes constant study and research. When done effectively, companies can seamlessly transition from market to market just from them simply getting to know their consumers.
Consumer Behavior: Cultural Factor
Henmen, Ellie. “Bey’s Short list: Beyonce stuns in Levi’s hot pants as she sends jeans firm’s sales soaring.” TheSun, 14 April 2025,
Kotler, Phillip, and Kevin Lane Keller. “Conducting Marketing Research” Marketing Management. 15th ed., Boston, Pearson, 2016, Pg. 122
Black, Chris. “Heat Archive's Andrew Kounouzvelis Will Coin-Flip You for a Pair of Rare Jordans.” GQ. 30 Jan 2025,
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