Generation I is an article that I wrote some time ago about a mindset in culture that of individualism. Generation I can be briefly summarised as Innovative, Inspired, Informed, Intelligent, Independent, Impulsive and very very I-solated. Some of the evidence: 50%+ of UK pop put personal fulfillment as #1 wish compared to 25% in 1985, 1 in 2 people research online before making a purchase and perfectly healthy people don't give up their seats to old people on the tube.
Consider how brands communicate to this generation ... no surprises here:
Where do you want to go today? - Microsoft
Because I am worth it? - L'Oreal
Whatever you want, just yell. - Yellow Pages
Be all you can be - Various armies
Everything we do is driven by you - Ford
Hear what you like, when you like - Rex Records
Visa - It is everywhere you want to be
Your fragrance, your rules - Hugo Boss
You can - Canon
Make yourself heard - Ericsson
I want my MTV
Be the CEO of your life - Compaq
and my personal favourite
Screw yourself - IKEA Norway
Clearly a well trodden strategy by most brands sucking up to the individualism of generation I but consider this:
We are less happy than we've ever been in the west, we have the highest depression rates in the world and a recent
study highlighted by Corentin showed that number of people the US without ANY friends has DOUBLED in the last 20 years.
BELONGING. Maslow as well as a whole load of others (psychologists, neuroscientists, sciologists etc) confirmed that the things that actually make us happy are friends, family, partners and relationships.
Which brands can you think of that provide, promise or work on this cultural, connection and funamentaly human social level?
Here is a clue.
Generation I is an article that I wrote some time ago about a mindset in culture that of individualism. Generation I can be briefly summarised as Innovative, Inspired, Informed, Intelligent, Independent, Impulsive and very very I-solated. Some of the evidence: 50%+ of UK pop put personal fulfillment as #1 wish compared to 25% in 1985, 1 in 2 people research online before making a purchase and perfectly healthy people don't give up their seats to old people on the tube.
Consider how brands communicate to this generation ... no surprises here:
Where do you want to go today? - Microsoft
Because I am worth it? - L'Oreal
Whatever you want, just yell. - Yellow Pages
Be all you can be - Various armies
Everything we do is driven by you - Ford
Hear what you like, when you like - Rex Records
Visa - It is everywhere you want to be
Your fragrance, your rules - Hugo Boss
You can - Canon
Make yourself heard - Ericsson
I want my MTV
Be the CEO of your life - Compaq
and my personal favourite
Screw yourself - IKEA Norway
Clearly a well trodden strategy by most brands sucking up to the individualism of generation I but consider this:
We are less happy than we've ever been in the west, we have the highest depression rates in the world and a recent study highlighted by Corentin showed that number of people the US without ANY friends has DOUBLED in the last 20 years.
BELONGING. Maslow as well as a whole load of others (psychologists, neuroscientists, sciologists etc) confirmed that the things that actually make us happy are friends, family, partners and relationships.
Which brands can you think of that provide, promise or work on this cultural, connection and funamentaly human social level?
Here is a clue.
