A few years back JWT Intelligence published an interesting report called The Elastic Generation to describe a misunderstood group of Brits in their 50s and 60s that were not getting enough attention from brands.
“Girls rule the world” was cited as a top disruptive marketing trend by Geoffrey Colon a few months ago here on Branding Strategy Insider.
It’s extraordinary isn’t it how so much has been made of the emergence of China and India and of the impact of new technology on the world’s economic wellbeing – and yet a factor bigger than either of these dynamics has been comparatively ignored.
It’s an implicit equation that has hamstrung Western civilization for at least 300 years, and harmed the effectiveness of advertising equally.
In my work as a cognitive anthropologist I study how the mind works, how people “make meaning,” how people form attachments to things (brands), and how people make decisions.
