In Patricia Martin’s book, rengen, the cultural consumer is defined as a thinking, expressive, and idealistic individual that istransforming and challenging current notions around consumer behavior.  The importance of the cultural consumer concept is understanding how the collective identity of the consumer mindset has shifted.  Patricia notes that it’s not whether marketers have failed to witness the shift; it is that they are ill equipped to capitalize on the rebirth.  “In the RenGen, there is no safe passage for brands that are willing to insult the intelligence of consumer” – Patricia Martin