In the largest ever global study of this generation (born 1967 to 77), being launched today at the Cannes International Advertising Festival, Proximity Worldwide has rediscovered the Lost Generation. The research, which surveyed 5,208 people in 17 markets including 300 in the UK, identified three big sub-groups:
> Cruisers: Drifters who live on the edge of the mainstream and are out to have fun. They love Nelson Mandela but can’t stand Thatcher, The Pope or McDonald’s and are sceptical about Starbucks. They have a wide circle of friends, enjoy partying and/or casual relationships. They see home as a place to sleep and like independent, urban and specialist brands. Think Kate Moss and Russell Brand. Surprisingly, the data shows them to be the least happy of the three groups: only 34% are happier now than when they were 18.
> Nesters: Focused on a smaller group of friends, a nice home, creature comforts, high design and fashion, this group loves their lifestyle. Their heroes are Madonna, Audrey Hepburn and ET. They like to think they are free thinking; they’d be happy to have a gay child and love city living. They like aspirational brands; people like Cameron Diaz. Many are looking for love but are already pretty happy: 55% are happier now than when they were 18.
> Super-breeders: Parents who categorically say “it’s all about the kids.” Driven to protect their children from a host of perceived threats (sugar, television, the internet, chemicals, junk food and porn), they will stop at nothing to give their kids a competitive boost. Their buzz words are organic, fresh, local, free-range, recyclable, environmentally friendly, green and sustainable. They want brands to help them achieve their perfect worlds. Think Jamie and Jools and Brangelina. The super-breeders are the happiest of the lot: 67% are happier now than when they were 18.
“Thirtysomethings are the ones who will be running our businesses and bringing up the next generation,” commented Kevin Allen, Strategic Planning Leader for Proximity Worldwide. “The world is headed into a schizophrenic time as this generation tries to balance their responsibilities in the face of a potential global downturn with their quest for personal fulfilment. It is essential that brands recognize the complexities of this group if they are to connect with them.”
Proximity Worldwide conducted online research and ethnographies in 17 countries (Austria, Belgium, Canada, Chile, China, France, Germany, Ireland, Korea, New Zealand, Poland, Portugal, Romania, South Africa, Spain, UK, USA).
Proximity Worldwide is an integrated marketing services network, working to create and nurture brand relationships in the online and offline environment. Owned by Omnicom and aligned with BBDO Worldwide, Proximity is represented in 50 countries and ranked the most awarded direct network in the world by The Big Won.
Contact:For more information contact Christine Hannis: + 44-207-616-3474 hannisc@bbdoeurope.com
Sonic Branding For Social Media: Engage, Align, Connect
By Chad Cook -- With more than five billion people accessing social media daily, savvy brands understand the importance of cultivating a strong social identity. They devote massive resources toward brand awareness, audience targeting, content strategy and community engagement. Yet, while they know that social platforms are critical to boosting sales and attracting new customers, many neglect one of the most effective tools for connecting with consumers: sonic branding. Marketers often associate sonic branding with catchy mnemonics used by big brands like McDonald’s, Netflix and Intel in their advertising. But that is a very limited view of what sonic branding is and what it can do. Sonic branding is a way to build awareness and stimulate engagement across all touch points, from advertising to broadcast digital, in-person and social. And it’s not limited to members of the Fortune 500. Brands at all levels can benefit from a sonic identity that is memorable, engaging and reflective of its core values. Sound has been scientifically proven to be deeply tied to memory and emotion. There’s a reason that certain songs stick in your head and bring back memories formed years or even decades earlier. So, it’s surprising that sonic branding is often an afterthought in marketing plans. That is especially true in social media marketing. Faced with tight deadlines and strained budgets, creative teams are often tempted to select music for their content simply because it “fits.” Unfortunately, that may result in content that is in tune with what’s trending but is out of tune with brand identity. Effective sonic branding, by contrast, requires thoughtful strategic planning,... Read More