Why are people shopping, and buying, the way they do? The Soul of the New Consumer intriguingly explores today's marketplace reality, along with ways that businesses can adapt to keep pace. Authors David Lewis and Darren Bridger--chairman and head of retail research, respectively, at an international consulting firm--suggest that consumers in years past were "conformist in their purchasing patterns and motivated largely by a desire for convenience." But these days, they write, an increasing number are independent, informed, and distrustful of anything that does not ring true. Manufacturers, suppliers, and service providers hoping to stay on top of the market should therefore find their subsequent analysis and accompanying suggestions both thought-provoking and practical.