Warning: include(/home/mediasnackers/phatgnat.com/inc/main/content/zone_nav/log/previous.php) [function.include]: failed to open stream: No such file or directory in /mnt/local/home/mediasnackers/phatgnat.com/log/2005/September/19/276/index.php on line 31
Warning: include() [function.include]: Failed opening '/home/mediasnackers/phatgnat.com/inc/main/content/zone_nav/log/previous.php' for inclusion (include_path='.:/usr/local/php5/lib/php:/usr/local/lib/php') in /mnt/local/home/mediasnackers/phatgnat.com/log/2005/September/19/276/index.php on line 31
Warning: include(/home/mediasnackers/phatgnat.com/inc/main/content/intro_quote/index.php) [function.include]: failed to open stream: No such file or directory in /mnt/local/home/mediasnackers/phatgnat.com/log/2005/September/19/276/index.php on line 39
Warning: include() [function.include]: Failed opening '/home/mediasnackers/phatgnat.com/inc/main/content/intro_quote/index.php' for inclusion (include_path='.:/usr/local/php5/lib/php:/usr/local/lib/php') in /mnt/local/home/mediasnackers/phatgnat.com/log/2005/September/19/276/index.php on line 39
Warning: include(/home/mediasnackers/phatgnat.com/apps/rotation/graphics/common/tn/index.php) [function.include]: failed to open stream: No such file or directory in /mnt/local/home/mediasnackers/phatgnat.com/log/2005/September/19/276/index.php on line 42
Warning: include() [function.include]: Failed opening '/home/mediasnackers/phatgnat.com/apps/rotation/graphics/common/tn/index.php' for inclusion (include_path='.:/usr/local/php5/lib/php:/usr/local/lib/php') in /mnt/local/home/mediasnackers/phatgnat.com/log/2005/September/19/276/index.php on line 42
Individual Cult
'How can a society that exists on instant mashed potatoes, packaged cake mixes, frozen dinners, and instant cameras teach patience to its young?', Paul Sweeney
The term 'mass-consumer' is marked and rarely used in the context of today's marketplace. Sure there still exists a tribal element through sports, automobiles and music where whole sways of individuals seek to affirm their belonging through an associated support for a single team or band, however, they still take their favourite players number and add their own names to the shirt, customise their engines and bodyworks or cover their favourite bands songs and make their own music-videos.
We all strive to be different yet belong ' the truest irony in life. It is a paradox: the clothes we wear, the music we listen to, the friends we have, the sports club memberships that we belong to, who we sleep with and (sometimes, more importantly) who we don't etc. ' it's a tribal lust to belong set against an innate longing to stand alone.
This 'movement' is more prevalent with young people illustrated through their embracement of technology, market-trends and internet-use. Take the mobile phone as an example: a ubiquitous lifestyle accessory that satisfies the basic human need to communicate and which has now become more popular than the 'land-line'. The whole mobile phone industry, from the manufacturers to the service-providers, has shifted its focus to 'customisation'. Ring-tones, fascias, shapes, sizes, screensavers, etc. all demonstrate the consumers need to differentiate themselves through the available designs and features.
The market-place exists to make that 'one-sale' of millions and even though companies such as Microsoft, Levi's, Pepsi, Wal-Mart will always cater for the many, more and more companies are offering customisation options: design your own trainers with Nike, piece together your own Mini Cooper car, create your own eyebrow-raising SPAM t-shirt, a range of posters from a record label even welcomes customisation of their advertising through graffiti—obviously, in most cases this customisation currently comes at a price.
The proliferation of marketing mediums and audience interest and demographics means that brands need to try harder to 'reach' their target. To create a saleable or more importantly, credible market experience the commercial sector has to recognise the niches and also cater for the individual without loosing credibility. You only have to note the rise of the blog for a demonstration that people want their voices heard (and many more people like to listen/read).
Young people want more than just purchasing power, they want to influence, shape, dictate and impact through this interface ' the leading brands will be the ones who use this need to its advantage. Young people are getting smarter and faster and more powerful (through the money in hand). They have a higher level of brand and image literacy than ever before and understanding the combination of allegiances, product usage, lifestyles, culture, fashion etc will ensure that each consumer will bring to a purchase a unique view and need.
Some say it is high praise to be copied; others want to be paid for the privilege…but by being different most young people find they belong.
We are all susceptible to this 'belonging'. We question and check ourselves against our self-image and others, which is at best fluid and organic. Where there is a need someone will satisfy it. It's not wrong and it's not negative. It's basic and crucial to our identity and aids our cultural and social developments ' now the brands are looking to help us on that journey. It's what the marketers hope for when they try to sell us our morning porridge ('…that you're the guy who likes to have his oats in the morning…'), its what your mechanic relies on when he quotes the more expensive tyres ('…he wants the ride of his life…') and what we all seek out…to be part of something bigger than ourselves.
This is never more popular than with the young consumers of today 'there's the rub ' brands need to offer specific products for the individual and accompanying services for them to create their own individual-cult.
Article first appeared in Phatgnat Newsletter #7 (12 Jan 05).
UPDATE: Related link—Rising Individualism and Growing Wallets Among Teens and Tweens—GfK NOP Announces Results of Annual Youth Report
Filed by DK on September 19 2005
You're viewing 'Individual Cult', an entry in our 'news, comment, opinion, speculation and other short-form info…' (b)log. You may also explore current and other entries, or search.