Being committed to the study of marketing to mature age consumers and niche marketing, jointly and severally as legal jargon would state it, I was attracted to the latest world trend in marketing, as spotted and defined by trendwatching.com.
The trend is called MATURIALISM -- coined from “mature materialism”.
Here’s the link for all the details:- http://trendwatching.com/briefing/
While some examples in the Briefing drift towards the racier end of the “mature adult” definition, the Briefing should be a thought-provoking read for all marketers who include mature age consumers in their current or prospective target market.
The summary of this trend, and the opportunity it provides, is best stated by trendwatching.com :-
For grown-up brands that are in tune with consumer values, MATURIALISM creates juicy opportunities in the years ahead. Mature consumers expect communications and innovations to be candid, to have personality and passion, and to sometimes push the boundaries, i.e. they expect brands to become mature, too.
Niche offerings of course have been successfully connecting with, and catering to audiences on their level for years. We've dubbed this TRIBEFACTURING in the past: adding attributes and features to existing products that make them more practical (or cooler or even naughtier) for specific user groups, while signaling to those users that the brand 'gets it’.
So now is the time for mainstream brands to move with the culture, to loosen up a bit, and yes, have some fun in the process
Do you have examples of marketing that confirm or dispute the existence of the trend to "mature materialism"?
No comments:
Post a Comment