Growing urbanisation has shattered traditional social structures and values such as the family unit and gender roles
The world has become too blurred, too fluid, for new innovations to remain the preserve of the young for long
of the traditions of their specifi c demographic, and this group has become more accepting of alternative and non-mainstream lifestyles. A greater variety in product choice
and an international expansion of the global class has allowed people to personalise and express themselves through their consumptions at a greater degree than ever before. All demographics are using social media to relate and associate themselves with brands – even if they don’t necessarily use or buy the product or service. Consumers are ignoring demographic
convictions and are picking – as well as identifying with – a wide range of brands. They’re frequently stepping across demographic boundaries. As BBC Radio 1’s head of music George Ergatoudis
August 2015 © Cybertrek 2015
observes: “If you look at the list of the 1,000 favourite artists for 60-year-olds and the 1,000 favourite artists for 13-year- olds, there’s a 40 per cent overlap.” Yes, younger consumers are still the
most frequent fi rst adopters of new and compelling inventions. They’re more open, more experimental and have fewer commitments. However, the world has become too blurred, too fl uid, for new innovations to remain the preserve of the young for long. Now, all demographics are taking an active role as users of new and revolutionary gadgets and inventions. Indeed, we see this again and again
when looking at the adoption of novel and supposedly niche consumption habits. A 2014 study by Crowd Companies shows that, while 48 per
cent of those who had used ‘neo- sharing’ collaborative consumption platforms (such as Airbnb, Zipcar and Kickstarter) were aged 18–34 years, 33 per cent were aged 35–54 and 19 per cent were aged over 55.
Action plan So, how should businesses respond to these shifts in consumerism? Below, we detail four axes along which wellness businesses can plot their response.
Embrace the new normal: Celebrate new racial, social, cultural and sexual norms. Coca-Cola’s (in)famous 2014 Super Bowl spot – featuring America the Beautiful sung in a wide variety of languages (including Tagalog, Hindi and Hebrew) and by people from
Read Health Club Management online at
healthclubmanagement.co.uk/digital 43
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92