Apparently, we are going to be the first generation or consumer group never to become old fashioned, as marketers wake up to the fact that the rules of youth marketing can apply beyond the traditional limits and that there is now a generation, in their words, that is not ready to be "grey listed". Most of us, of course, knew this but the validation is just an added bonus. I know I should see someone about this.
I can't have been the only one out there slightly worried that by continuing to have an interest in many things that form part of youth culture I was somehow failing, you know, to get to grips with the more grown-up elements of life. Although I wish to quickly add this is in no way true. I know this because Susan told me in her usual forthright manner.
"OMG I can't believe it you're getting to grip with serious, grown-up elements of life. It's鈥h I don't know what's the word?"
"Encouraging?" I say beaming.
"No, that's not it, more disconcerting and worrying, to be honest."
"Oh. I thought I was making progress."
"Well, I suppose it is progress of a sort, but I think you're confused."
"Hey, I'm not confused. You're talking about the Liberal Democrats -- 'prepare to go back to your constituencies and mumble'."
"That's unfair, the Lib Dems are nice. Well, orange at least and isn't that the same thing? Anyway, what I meant was you're confused because somehow you have equated the idea of owning property with being grown up."
Susan can be so harsh sometimes. I think I should explain. I am trying to buy a house. I can't tell you exactly why (er, because I'm not at all sure), but I just know that I have to have one. You know, in the same way you have to have an iPod, a really big or small car, a tiny little laptop and a multiregion DVD player.
"I'm 35 and, somehow, I feel that I am still living like a student. Too much stuff and not enough space. I need more space. A house is definitely the answer."
"I think you're in for a shock. It's not your flat, it's you. My flat is perfect."
Did I mention Susan suffers from false modesty? Sadly, it's true. Susan's flat is perfect. It looks like John and Yoko live there. It's all streamlined, and black and white, like it came out of the video from 'Imagine'.
"I know your flat is perfect, but I decided I need a really big kitchen."
"But Gord, you don't cook, I mean ever. When you invite people around you give them pasta and rocket with lots of expensive wine in the hope that they don't notice you can't cook."
"I know, weird huh? I can't explain it. I need a really big kitchen."
"What, so you can just sit in it?"
"Yeah, I think so."
I digress, new research from Emap has done what all good research does and come up with a new demographic. There you are, sailing out of one demographic (the key 18- to 34-year-old one) when researchers come up with a brand new one, "Super Youth", which is being applied to those between 25 and 39 years old. OK, so it's a bit of a stretch and frankly some of the findings lead one to ask the question: do I really want to be a member of this club?
Like all these things, there is good and bad news, and it gets a lot right identifying a group of people who probably took part in some way in all the big youth movements of the 80s and 90s, like rave and Brit Pop. Now those modern youth culture experiences have stayed with us and continue to shape and influence our behaviour as a grown-up or an almost grown-up.
Apparently, despite all the growing responsibilities of work and parenthood, Super Youth individuals have hung on to their cherished "me time" and continue to indulge their passion for style, music and fashion.
The subcategories are hilarious. For instance, are you a "Home Town Hero" (lots of social life, a house and 4X4, but rather standout than stand apart), who are our married men; or a "Black Collar Worker" (more independent and style conscious); or there are the "Fun Lovin' Mums" and "Cool Career Girls".
I ask Susan which one she might be.
"Do you think you are a Cool Career Girl?"
"Well, I'm pretty sure I'm not a Fun Lovin' Mum, what planet are they from?"
"Not, sure, but Suze, glamorous female celebrities often provide these women with aspirational role models."
"So that makes Victoria Beckham the pin-up girl for the Fun Lovin' Mums. I'd say that was depressing."
"When you put it like that..."
"So what are you? Don't tell me, a Sergio Leone-like Black Collar Worker?"
You know, I looked at the categories and while I am a fan of the word "black", like so many things it doesn't quite describe me, nor thankfully does Home Town Hero (lord of my local manor, focused on attaining unambiguous signs of personal success? I don't think so).
"I think I might be a Black Collar Hero."
"You wish."
Most of the research seems to make sense, though there is a feeling that it is skewered to the older end of what is a rather large group of people. This becomes more evident when you look at how the group has changed between now and eight years ago when Emap first did its research.
The changes seem to reflect the zeitgeist of a generational seriousness, which was less evident almost 10 years ago. For instance, while in 1995 89% said the most important thing is to have fun, this has fallen to 60%. So there are new priorities, but not just there. Previously, 40% said they aimed to go out to get drunk (many more obviously lied) and now this is down to just 13%. While the number thinking smoking is stupid has jumped from 32% to 45% (but hey, we all still miss it).
Marriage has fallen back as well, dropping from 45% to 34% -- make of that one what you will.
Possibly of more concern are some of what Emap calls the top Super Youth stats. There are some we can agree on. Super Youths, for instance, hate Gareth Gates, the Spice Girls, Will Young and Westlife -- all true. Also true that we like Puma, VW and Saab, although personally I wouldn't put Land Rover on my hate list, but maybe that's because I have a desire to own a large, robust vehicle.
No, the biggest problem is the music we are supposed to like. Get this -- the top five bands of Super Youths are as follows: Travis, Dido, Oasis, Jamiroquai and Blur.
Where did they find these people? "Heat seeking funky adults"? No one I know is willing to own up to liking any of these bands (okay so I love first Oasis album and like the second, but the last two?). Something is deeply wrong, but 54% said they liked Dido and 56% Travis. What gives?
I ask a few people if they are Dido fans, and everyone is deeply offended by this suggestion. Susan is deeply insulted.
"What do you take me for?"
"A Dido fan?"
"I AM NOT A DIDO FAN."
She definitely said that in capital letters.
"You're sure?"
"Positive."
"But you fit the demographic, I mean, perfectly."
"Well, what does that tell you?"
You know, what it tells me is that there appear to be no Dido fans. I mean, like, none. So much for Super Youth. Although that does not in any way explain the millions of album sales. Some people out there (54%) are definitely fibbing.
The Demographic Shift is a regular column on Brand Republic as Gordon MacMillan charts his own demographic timebomb.
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