Véronique Esposito Articles
J u s t K id d in g - Click To Read Article
Giant or double sided Chupa Chups, Barbapapas, Lomo cameras,
fascination with 70’s cult series and heroes, champagne with a straw,
resurgence of retro-brands such as Adidas or Converse, comfort food and
fluffy toys… Kidults, adulescents, rejuveniles, mid youth rebellion… call it
what you want, but any magazine editor or marketing expert will tell you:
we’re living in an increasingly ageless society. A growing number of adults
all over the world is embracing and adopting the culture of teenagers and
children as never before. Judging from our recent visits to Paris fashion
and home ware tradeshows, this widespread trend is here to stay and is
affecting many areas of life and businesses. So how can your brand
address the consumers’ inner child?
G e n e r a t io n a l m a r k e t in g - Click To Read Article
But to succeed with this target group, it is not enough for a brand to
devise playful, nostalgic and comforting products that draw references to
their childhood memories. They are more communication savvy than any
other consumer groups. Overloaded with choice, constantly exchanging
opinions with friends who have become the support system that society
and family are not able to provide, kidults are the most over marketed
generation ever. So in order to connect to them, a brand must provoke,
intrigue them and talk with them, not to them.
A n ic h eo r a t r e n d s e t t in g m o v e m e n t - Click To Read Article
Most of the consumers these brands or products are addressing are notslackers or teenagers;they are wealthy,well-educated individuals withadult responsibilities,well-paid jobs,and often families of their own.Sowhy are all these grown-ups cultivating more and more juvenile tastes intheir choice products and entertainment? Are they just a niche or agrowing consumer basis that companies could be ignoring at their peril?And if so what is the best way to address their needs and aspirations?
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