The Death of Who, The Birth of Me

THE DEATH OF WHO... THE BIRTH OF ME

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An Elmwood Masterclass July 2015

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‘Social Grade’ was created by the National Readership Survey in the ‘50s.

A: Upper middle class - “higher managerial, administrative & professional”B: Middle class - “intermediate manergerial, administrative & proferssional”C1: “Supervisory or clerical.....C2: Skilled manual D: Semi skilled and unskilled manual E: Pensioners, lowest grade workers, unemployed and state benefits

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THE NUCLEAR FAMILY HAS LONG EXPLODED!

‘Social Grade’ reflected a world where people behaved and aspired to archetypes, consumed what were told and brand comms was limited to TV & print....

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“PERFORMANCE ATTAINER”

“SENSORIALISTS”

“BARGAIN HUNTER”

“BEST”

“BETTER”

“GOOD”

Brand owners have long used this – often as a basis for targeting and as a way to organise range architecture...

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HARD UP OR CLUED UP?

But how do we understand and talk to Andy, who is joining this growing trend?

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“I need something quick

and easy for breakfast.”“I need

something easy for packed lunches.”

“I need gluten free.”

“I need something that lasts.”

“I need something a bit

different for lunch.”

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IT’S FUNCTIONAL NOT EMOTIONAL(PURCHASE DECISIONS ARE DRIVEN BY FEELINGS & SUB-CONSCIOUS THOUGHT)

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LIFE-STAGES ARE BECOMING BLURRED

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1945 NOWBABY BOOMERS

1945 – 1965

In possession of 70% of the US’s

disposable income

GENERATION X

1965 – 1985

Spend most money online

GENERATION Y

1985 – 1995

‘Millennials’

Holding off on big-ticket purchases such

as cars and homes

GENERATION Z

1995 – 2002

‘Generation D’‘Screenagers’

Want convivial real world experiences

GENERATION i

2002 – NOW!

‘Tweens & Kids’

Expects to seeonline technology in every environment

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“These new, smaller stores will offer all-natural food at lower prices and be specifically geared to this demographic segment (Millennials). They will be tech-savvy, more streamlined in design and unlike any of the other stores you’re seeing out there.”

SO EVERYONE OTHER THAN MILLENNIALS WANT EXPENSIVE ANALOGUE CLUTTER?

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SO 60 YEARS SINCE THE NATIONAL READERSHIP SURVEY,WHERE HAVE WE ARRIVED?

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THERE’S A SEISMIC SHIFT HAPPENING THAT MEANS WE NEED TO CHANGE THE WAY WE THINK OF DEMOGRAPHICS

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WELCOME TO ME

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FLAT-AGE SOCIETY

Three out of four Americans aged 57–65 regard themselves

as middle-aged or younger.

The term ‘old’ is dead. People are living longer, healthier lives. They don’t look, act or feel old. Boomers are revving

up rather than slowing down.Twitters fastest

growing group of member’s

Fastest growing gym membership of any age

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https://www.youtube.com/watch?v=2mzEdK6Y1Og






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As both sexes acclimatise to a changing society, they will reassess their relationship and roles. As ‘women get an even

footing with men in terms of education and income, a generation will have to re-adjust,’ - David Autor, associate department head of the MIT’s Department of Economics.

NON-GENDER ARCHETYPES

‘This is the female century. It has been a long wait, but women are taking control of their destiny. The real people we have to take care of in this century are men.’Paul Seabright, author, The War of the Sexes

‘Men have become defined by what they consume, which has led to a feminizing process. Men are now more comfortablewith their home lives and fatherly roles. They used to not have relationships with their children. With this re-connectionwith the home comes a sense of emotional emancipation.’Dylan Jones, editor of men’s magazine GQ

In the UK the majority of video

gamers are women

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https://www.youtube.com/watch?v=XjJQBjWYDTs






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THE SHARDED SELF Zilla van den Born faked a five-week trip to Asia using Photoshop

Emma Jones and Sam Ellison - Marketing Week

We now create several versions of the self, all with different personalities and personas, not just

between the online and offline worlds, but different versions of the online self.

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https://www.youtube.com/watch?v=X065319VGm0






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HYPER PERSONALISATION A new era to embrace, delivering surprise and delight through

hyper-personalisation. Brands harnessing the power of the cloud where technology is the enabler and data the currency.

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It’s all about understanding that your audience will define themselves for “boxes” they are happy to be in.... by interest, attitude or world-view…

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Tim LeonardBrand Provocator

[email protected]

Dan MonteithGlobal Brand Provocation Director

[email protected]

WE’D LOVE TO CONTINUE THE CONVERSATION…

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THANK YOUThe End

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The Death of Who, The Birth of Me

Marketing

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