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Consumer Trends: Old Is Young And Young Is Old

  • Adweek, Thursday, March 18, 2010 10:46 AM
Here's one we can say we didn't see coming: According to William Higham, who runs future trends and consumer research consultancy The Next Big Thing, many adolescents today are acting in ways we might expect middle-age Americans to do. Another insight -- that older consumers are maintaining their "adolescent" interests, outlooks and behaviors into middle age -- is less shocking.

Higham says he's talking to clients about making radical changes in how they target both older and younger customers.

He writes that today's anxiety-prone teens tend to retreat behind barriers rather than seek to break them down. Sure, many remain "hedonistic and liberal," but he sees a growing trend toward less smoking and drinking as well as an increased concern about the financial future. A BBDO survey found that U.S. teens say financial security is their No. 1 life goal. Call them "conserva-teens."

On the other end of the life cycle, Higham cites statistics that show that "instead of retiring with pipe and slippers to listen to the classics, many of the new old are still pursuing the sex, drugs and rock 'n' roll lifestyle of their youth." As long as they don't play air guitar and hum along to their iPods on the Early Bird Special line, they're not bothering anybody, right?

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