Have You Heard of These Groups?: TWITS, NETTELS AND THE DOWNAGERS
HR professionals should be on top of changing demographic and social
trends. As new trends emerge new labels are given to demographic groups
(remember the 1980s and 1990s when terms such as “YUPPIES” and “DINKIES”
emerged?—for the record, YUPPIES translates into Young Urban
Professionals and DINKIES translates into Double Incomes and No Kids).
Here are three new labels that you may be hearing very soon (coined
by Mark McCrindle, an Australian researcher):
- TWITS (Teenage Women in Their Thirties) - This is an emerging segment of society who delays many of the traditional milestones of marriage and settling down until well into their thirties and continues to act a bit like teenagers. Some TWITS might start a family in their twenties but go into an adolescent regression mode in their thirties. Vitoria Beckham is an example of this phenomenon (see picture above).
- NETTELS (Not Enough Time to Enjoy Life) - These are very busy couples and families, usually found in the capital cities, burdened with a large mortgage, a relatively expensive lifestyle, and a long working week—often with a long commute as well. The NETTELS are a fast-growing segment.
- DOWNAGERS - These are people over 60 years old for whom age is just a number. They feel and act far younger than their age would suggest. They are the fastest growing segment of the 60+ demographic and they value travel, lifestyle, social connection, and they adapt to change well.