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Saturday, October 10

Hip Hop Grannies and Generational Mash-up

One of the entities under The Futures Company is Yankelovich - a leading consumer research company that has helped marketers understand consumer values and behavior since 1958. It has also done pioneering work in 'generational marketing'!

It's pretty cool that I am now working on projects with the Yankelovich dudes and getting a hang of 'generational marketing'.

Now one of the concepts on which we are currently working has to do with generational mash-ups. The grey zone where generational values, attitudes and behaviours seem to be cohabiting.

The 'Hip Hop Grannies' from China are a good example...

Generational Mash-ups. Maybe marketers for Lifestyle brands, travel, well-being should study this space of 'generational mash-ups' to unlock new spaces!

Cool Grey/ Silver.There also is a market for cool stuff for the elderly. From spectacles and watches, to hi-end fashion, the wallet-rich elderly are good targets not just for expensive but 'expensive and cool' stuff. It's just that we seldom look at them in a mashed up way! My 65 year old father has started wearing 'shorts', is now comfortable wearing the colour 'red'(no longer just greys and khaki for him) and I think sometimes uses the word 'cool' when he speaks to Neo!!

Baba Ramdev & AOLCloser home Baba Ramdev, Shri Shri Ravi Shanker and others are already transforming the lives of the elderly. And while they aren't exactly hip-hopping, there is a sea change in their attitudes and aspirations which mainstream brands may not be tapping into.

The kapal-bhaati and anulom-vilom have energised the minds of the elderly. They might be willing to experiment more than we imagine. Mascots - Zohra Sehgal. Amitabh!

Power of TV. While one of the most powerful media of our times - TV has been chained to saas-bahu and now the reality trash, there could be a welcome space for subjects around generational mash-ups...

Every time somebody or something crosses a neat boundary or silo, interesting/ provocative things happen/ can happen...

1 comment:

Neeraj said...


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