Somewhere in an advertising database, you are probably a type of person.

Maybe you’re “cozy millennial soup enthusiast.” Maybe you’re “weather-anxious preparedness consumer.” Maybe you’re “person likely to purchase six notebooks and use not even one (too pretty to write in).”

Modern marketing systems sort people into behavioral categories based on habits, aesthetics, purchases, routines, fears, hobbies, and emotional patterns — and over time, those categories start shaping culture itself.

The Personality Marketplace is a project about those systems, the people inside them, and the weirdly human coping mechanisms hiding underneath all of it.