KickGlass Marketing: 5Bs Of Biosocial Identity Capture Complex Consumer Identities


Forces of Nature series. Arrangement of colorful paint and abstract shapes on the subject of modern … [+] art, abstract art, expressionism and spirituality



In 2022, Jax sang “I know Victoria’s secret / She was never made for me and you.” Later that same year, Victoria’s Secret, once known for its narrow beauty standards, underwent a remarkable transformation by embracing a more socially-informed approach to marketing.

The brand bid farewell to its annual fashion show and paved the way for Rihanna’s body-expansive Savage x Fenty fashion show on Amazon Prime. Unlike its predecessor, Savage x Fenty showcased models of different body types, genders, ages, skin tones, and racial backgrounds. It also included pregnant models, models with physical disabilities and men modeling innerwear, resonating deeply with consumers who had long felt excluded from the lingerie industry.

This strategic move, combined with the brand’s use of curvy in-store mannequins, propelled Savage x Fenty to extraordinary success, with an estimated annual revenue of $150 million. By shattering beauty norms and championing diversity beyond the superficial, Victoria’s Secret reinvented itself, proving that marketing that is authentically inclusive is not only socially conscious but also a powerful driver of financial success in the ever-evolving fashion landscape.

In today’s dynamic marketplace, marketers face a new challenge – the complexity of consumer identities. Gone are the days when demographics alone could effectively guide marketing strategies. Consumers now demand a deeper level of authenticity and personalization, which requires marketers to navigate this landscape with finesse and insight. By understanding the multidimensional aspects of consumer identities, marketers can activate KickGlass Marketing principles and deliver personalized experiences that drive brand growth and positive social impact.

The concept of biosocial identity offers a fresh lens to understanding the complexities of consumer behavior that shifts the needle from Inclusive Marketing to KickGlass Marketing. It recognizes that consumers are not simply defined by surface-level characteristics but are shaped by a combination of biology, personal experiences, and social influences. This holistic understanding enables marketers to forge deeper connections with diverse audiences, foster inclusivity, and achieve remarkable marketing outcomes that resonate with the demands of today’s consumers.

Introducing the 5Bs of BioSocial Identity

WHAT’S YOUR STORY? colorful vector typography banner


The 5Bs model of biosocial identity offers a lens through which marketers can unlock the intricacies of consumer behavior. It is about understanding their multifaceted nature, acknowledging their unique stories, and tailoring experiences that genuinely resonate. This comprehensive framework encompasses five key dimensions that capture the essence of consumer identity:


The biology dimension encompasses the biological aspects of an individual’s identity. This includes genetic makeup, physical attributes, physiological processes, and other biological factors that shape us as individuals.

KickGlass Marketing Activation:

  • Traditional demographic traits touch on elements of biology such as age and gender, but the Biology aspect of the 5 Bs framework could include a deeper understanding of genetic, physiological, and health characteristics. For example, acknowledging the increasing prevalence of lifestyle diseases might help a food company develop and promote healthier options.
  • Marketers can explore the genetic influences on consumer preferences, sensory experiences, and health-conscious attitudes and harness this knowledge to create personalized marketing initiatives that cater to individual needs and preferences.


Biography represents an individual’s personal history, experiences, and life events. It encompasses factors such as upbringing, cultural background, education, relationships, significant life milestones, and other personal experiences that contribute to forming one’s identity.

KickGlass Marketing Activation:

  • This goes beyond basic demographic data, capturing personal history and significant life experiences. By understanding the individual’s journey, marketers can craft narratives that resonate more deeply on a personal level, enhancing the effectiveness of their campaigns.
  • KickGlass Marketing recognizes the importance of acknowledging and respecting the individual stories and experiences within the larger context of diverse identities, creating a sense of connection and authenticity.

Capturing diverse beliefs



Beliefs refer to an individual’s convictions, ideologies, values, and perspectives. They encompass the cognitive and belief systems that shape how individuals perceive the world, make decisions, and form their identities. Cultural, social, and personal factors can influence beliefs.

KickGlass Marketing Activation:

  • Psychographic segmentation includes some elements of ‘Beliefs,’ but the 5Bs approach offers a more profound understanding of the values, moral standards, spiritual convictions, and political ideologies that drive consumer behavior.
  • Knowing these can lead to more tailored and authentic messaging. Marketers gain an understanding of the deep-seated beliefs and values that guide consumer decision-making. They can then align their brand messaging and values with those of the target audience to establish emotional connections and inspire loyalty.


Belonging captures the sense of connection, inclusion, and identification within social groups or communities. It encompasses the affiliations, social relationships, and community ties that contribute to an individual’s sense of identity, belongingness, and social integration.

KickGlass Marketing Activation:

  • Marketers must recognize the importance of social connections and the human need for belonging. Recognizing the social identities and communities that consumers align with can inform partnerships, channels of advertising, and messaging.
  • Understanding where consumers feel a sense of belonging can lead to a more targeted and community-focused marketing strategy. Marketers should cultivate inclusive experiences that foster strong emotional connections with your audience, creating a sense of community and shared identity.


Behavior refers to individuals’ actions, choices, and responses. It includes the observable manifestations of an individual’s identity, encompassing how they interact with others, engage in activities, express themselves, and navigate their environment.

KickGlass Marketing Activation:

  • Traditional behavioral segmentation looks at past purchasing behavior and responses to marketing efforts. The ‘Behavior’ aspect in the 5 Bs model would examine broader lifestyle behaviors and habits, providing a more comprehensive perspective on how consumers interact with products and brands.
  • Marketers uncover patterns and motivations behind consumer behavior. They can gain valuable insights into preferences, purchasing habits, and engagement patterns by analyzing consumer behavior, enabling them to refine strategies and deliver tailored experiences.

By exploring the dimensions of biology, biography, beliefs, belonging, and behavior (5Bs), marketers can unlock deeper consumer insights, craft authentic storytelling, and deliver personalized experiences that resonate on a profound level. By expanding their representation of different body types, genders, and racial backgrounds, Victoria’s Secret addressed the biology and belonging dimensions of biosocial identity.

They recognized the need to cater to diverse consumer identities and foster a sense of inclusion and belonging within their audience. This shift not only resonated with consumers who had previously felt alienated but also tapped into a significant market potential that was previously untapped. The success of Savage x Fenty showcases the power of leveraging biosocial identity to drive business growth and establish a meaningful connection with consumers.

Enhancing KickGlass Marketing through BioSocial Identity

BioSocial Identity aligns perfectly with the core principles and goals of KickGlass Marketing.

  • Deep Understanding of Consumer Identities: BioSocial Identity provides a framework to delve into the multidimensional aspects of consumer identities, going beyond surface-level demographics. By understanding the complexities of individual identities, marketers can tailor their messaging and experiences to resonate with diverse consumer segments.
  • Personalization and Relevance: BioSocial Identity enables marketers to personalize their marketing efforts based on the specific dimensions that shape individuals’ identities. By delivering tailored messaging and experiences, marketers increase the likelihood of engagement and build long-lasting relationships.
  • Authentic Representation: BioSocial Identity provides a deeper understanding of the diverse identities and experiences of the target audience. By authentically representing diverse identities in marketing campaigns, brands can create a more inclusive and relatable brand image, attracting and resonating with a broader range of consumers.
  • Social Impact and Empowerment: By understanding the social dimensions of consumer identities, marketers can develop campaigns and initiatives that empower and uplift marginalized communities, challenge biases, and foster a more inclusive society.
  • Building Trust and Loyalty: By genuinely engaging with consumers based on their identities, marketers can build trust, strengthen brand-consumer relationships, and cultivate a loyal customer base that becomes brand advocates.


The application of biosocial identity within KickGlass Marketing is a game-changer for marketers, including iconic brands like Victoria’s Secret. The concept of biosocial identity provides marketers with a fresh lens to navigate the complexities of consumer behavior, acknowledging that individuals are shaped by a combination of biology, personal experiences, beliefs, belongingness, and behavior that go beyond the boundaries of traditional segmentation.

It equips marketers with a powerful toolset to thrive in the dynamic, complex, and inherently risky marketplace by truly understanding consumer identities. By embracing the concept of biosocial identity and unleashing the 5Bs model, marketers have the keys to unlock a future where marketing becomes a force of authenticity, consumer well-being, and remarkable success.

The next article in this KickGlass Marketing series will unveil the CARES Model of Consumer Social Well-Being and provide marketers with tips for marketing activation.

Read more:
KickGlass Marketing: 5Bs Of Biosocial Identity Capture Complex Consumer Identities

Leave a Reply

Your email address will not be published. Required fields are marked *