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09I05I06
FÓRUM DE BRANDING
Consumidor Jovem
2
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Consumidor Jovem
TWEENS = 9 – 14
3 TWEENS = 9 – 14
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Consumidor Jovem
de 10 anos tiveram tanto dinheiro nas mãos e tamanha autonomia para decidir
o que fazer com ele. Os meninos gastam com cinema, CDs, cartuchos de videogame
e ingressos para jogos de futebol. As garotas compram roupas, cosméticos,
perfumes, bijuterias e, também elas, CDs. A maioria não ganha mesada – prefere ir
tirando dinheiro dos pais aos poucos. É trabalhoso, mas compensa, porque “rende
mais”.
Detestam mágicos, palhaços e qualquer coisa que se relacione ao universo infantil;
suas festas têm, isso sim, dança e horário avançado. Começam por volta das 21
horas, acabam lá pelas 2.
... Para eles, o local preferido da casa é o quarto, onde têm tudo de que precisam. O
quarto típico contém aparelho de som, TV e computador. As meninas ainda mantêm
uma estante com bichinhos de pelúcia e bonecas, mas é puro enfeite, pois já não
brincam com nada disso (se bem que “de vez em quando bate uma vontade, e eu
passo um tempinho com minhas bonecas”, admite a paulista Valéria Mendonça,
12 anos). A decoração, normalmente, foi decidida pelos donos – que, inclusive,
influenciam a casa inteira. “Outro dia, minha mãe comprou um quadro horrível”,
conta a gaúcha Júlia Naiditch, 11 anos. “De tanto eu reclamar, ela acabou passando
adiante.”
O diretor de marketing da fábrica de brinquedos Estrela, Aires José Leal, que por
força do cargo acompanha passo a passo a evolução do fenômeno, acredita que
os tweens estão provocando uma quebra na hierarquia das famílias. “Os pré-
adolescentes se tornaram pequenos monarcas. Definem tudo o que vão consumir e
ainda influenciam os pais na compra das coisas da casa”, constata.
...Nas pesquisas trimestrais que realizam com grupos entre 9 e 12 anos para traçar
um perfil desse novo e promissor mercado, os analistas da Estrela compuseram
uma lista de suas características mais marcantes. São elas:
• detestam ser chamados de crianças. Definem-se como pré-adolescentes;
• rejeitam produtos caracterizados como infantis;
• são muito bem informados e consumistas;
• têm grande coordenação motora e são muito curiosos;
• gostam de colecionar e classificar tudo;
• identificam marcas e relacionam grife a qualidade;
• não mais enxergam os pais como heróis;
• dão grande importância à galera (tribo);
• ditam moda para os mais novos;
• são muito volúveis, buscam sempre produtos novos.
Moda, aliás, é questão de enorme interesse, para meninas e meninos também.
...Confecções como Spezzato, Zion Girl e Mixed criaram linhas específicas para pré-
adolescentes. “Não existe mais a figura da mãe que vem sozinha comprar roupas
para a filha”, diz Riccy Souza Aranha, dona da Mixed. “Agora são as garotas de 12
anos que aparecem sozinhas e pagam com cartão de crédito ou cheque.” E o que
compram? Tudo o que, em outros tempos, não seria considerado adequado para
sua faixa etária. “Elas são muito decididas. E não gostam de estampas infantis”,
constata Christiane Palazzi Mendes, estilista da Zion, que começou fazendo roupa
para meninas de 12 a 18 anos, mas, diante da procura, baixou a faixa para 9.
4 TWEENS = 9 – 14
09I05I06
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Consumidor Jovem
5 TWEENS = 9 – 14
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TWEENS
Tweens e os Schelling points
Fonte: Blue Bus
Angela Marsiaj
Março / 2006
“...Outro dia minha filha de 11 anos, que é alguém com antena de trend-setter,
me disse - precisamos achar uma coisa que vai ser moda. Como legítima tween,
comentou - faz tempo que não vejo uma moda nova. Moda, para ela, não precisa ser
global ou nacional. Pode ser uma coisa restrita. Algo que só se usa no colégio dela,
ou no bairro, ou na cidade, OK?
Com essa idéia de micro-modas, minha filha reflete a multiplicidade de tendências
que faz a moda hoje em dia. Apesar de amigos convergirem no jeito de se vestir,
você hoje pode encontrar num mesmo ambiente pessoas de terno e gravata, jeans,
ou mesmo roupa de corrida. E não há exatamente acordos sobre como se vestir
para o trabalho, um casamento ou um funeral. Claro, excluídos os excessos.
E isso nem sempre foi assim - moda era algo que convergia mesmo. Seguia a
própria definição estatística da palavra - moda é o valor que ocorre mais vezes em
uma distribuição de freqüência. Moda agora fica difícil de se determinar, já que há
muita variação e pouca convergência.
...Com essa multiplicidade de estilos, jeitos e comportamentos, fico me
perguntando o quanto terá mudado a idéia de ponto focal de Schelling. O Nobel de
Economia Thomas Schelling formulou a seguinte questão - onde duas pessoas se
encontrariam em Nova Iorque caso não pudessem se comunicar para marcar hora
e local? Em sua análise dos pontos focais, ele sugeriu meio-dia na estação de ferro
Grand Central, abaixo do relógio principal.
Na teoria dos jogos, pontos focais ou Schelling points são, afinal, expectativas
compartilhadas - lugares, coisas, sinais que coordenam os esforços de grupos.
É o equilíbrio com maior probabilidade de ser escolhido pelos participantes, por ser
único, natural ou relevante. Um outro modo de dizer é - mesmo que as pessoas não
se comuniquem ou se conheçam, elas podem chegar a um acordo. Pode ser que os
pontos focais, que são dinâmicos, estejam cada vez menos únicos.”
6 TWEENS = 9 – 14
09I05I06
FÓRUM DE BRANDING
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Tweens Spend $2.9 Billion per year (USA) of “their own” money
TWEENS FAVOURITE
Favourite Drinks
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FÓRUM DE BRANDING
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09I05I06
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Millennial Generation
Fonte: The New Yorrk Times, 2005
1. Focus on children and family. (the spotlight has moved back onto kids and
their families)
2. Scheduled, structured lives. (and the busiest generation of children ever seen)
3. Multiculturalism. (daily interaction with other ethnicities and cultures)
4. Terrorism. (Columbine, Sep/11, Iraque, Paquistan)
5. Heroism. (policemen, firemen, firefighters, and mayors)
6. Patriotism. (mostly in USA after Sep/11)
7. Parent advocacy. (Mom and Dad were most often named when young people were
asked whom they admired)
8. Globalism. (millennials grew up seeing things as global, connected, and open for
business 24/7)
FÓRUM DE BRANDING
Consumidor Jovem
GENERATION C
Fonte: Trendwatching.com 2005
No, this is not about a new niche generation of youngsters born between March 12,
1988 and April 24, 1993; the C stands for CONTENT, and anyone with even a
tiny amount of creative talent can (and probably will) be part of this
not-so-exclusive trend.
So what is it all about? The GENERATION C phenomenon captures the an avalanche
of consumer generated ‘content’ that is building on the Web, adding tera-peta bytes
of new text, images, audio and video on an ongoing basis.
The two main drivers fuelling this trend? (1) The creative urges each consumer
undeniably possesses. We’re all artists, but until now we neither had the guts
nor the means to go all out. (2) The manufacturers of content-creating tools, who
relentlessly push us to unleash that creativity, using - of course - their ever cheaper,
ever more powerful gadgets and gizmos. Instead of asking consumers to watch, to
listen, to play, to passively consume, the race is on to get them to create, to produce,
and to participate.
HP spended USD 300 million on a campaign telling consumers it’s all about ‘You’, and ‘You’
should be taking pictures, and sharing them and forwarding and printing them, AND posting
photographic essays on a HP web site.
FÓRUM DE BRANDING
Consumidor Jovem
Flickr “the photo data base of everyone – store, search, sort, share, tag, comment, change.”
Wikipedia ”Easily add, remove, or otherwise edit all content, very quickly and easily,
sometimes without the need for registration.”
FÓRUM DE BRANDING
Consumidor Jovem
GERAÇÃO C
Fonte: Valor Econômico, março de 2006, de reportagem de Jon Fine para BusinessWeek
Os adolescentes de hoje são os primeiros cujo conteúdo criado por eles próprios
concorre com mídias voltadas para adolescentes, como os jogos eletrônicos.
Agora há meios amplos e abertos pelos quais eles podem criar e compartilhar
seu material, sejam seus sites pessoais; programas de gravação de músicas;
e ferramentas de design encontradas em vários computadores ou sites como o
myspace.com. A mídia estabelecida precisa lidar com o fato de que sua próxima
geração de consumidores também será sua concorrência.
A geração com menos de 25 é a primeira a crescer vendo sua vida inteira em vídeo”,
observa o executivo-chefe da Bolt Media, Aaron Cohen. A empresa é dona do site
bolt.com, voltado a adolescentes e pessoas na faixa dos 20 anos, cujos vídeos que
estes elaboram sobre, vamos dizer, seus piercings na língua, são a grande atração.
(Esta geração também cresceu com os “mash-ups”, em que diferentes músicas são
digitalmente reconstituídas em novas canções. À medida que você cresce vendo sua
vida, você quer ser (visto).
FÓRUM DE BRANDING
Consumidor Jovem
Nem todos querem uma audiência gigante, mas todos querem uma audiência.
Mantê-la pequena é fácil: os usuários podem assegurar-se que seus vídeos
inseridos no bolt.com sejam vistos apenas pelos amigos da internet mais íntimos.
Sinais da tendência de hoje haviam emergido em eras passadas. A revolução dos
fanzines, publicações próprias de aficionados dos mais variados temas, explodiu
nos anos 80 e 90, particularmente entre os mais jovens. Nestes, os mais antenados
poderiam criar uma esfera mediática só desses fanzines(...). Agora, ficou mais fácil
criar e compartilhar esse universo mediático.
FÓRUM DE BRANDING
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FÓRUM DE BRANDING
Consumidor Jovem
Generation Y
Fonte: ACBD
Mudanças demográficas:
A “família vertical”
Papel da mulher • maior expectativa de vida:
• consolidação da mulher no mercado convivência de um número maior
de trabalho; de gerações;
• maior poder de compra de casais • “Sara Knaus, 118. Filha, 95.
de renda dupla; Neto, 73. Bisneta, 49. Trineta, 27.
• Girl Power Tetraneto, 3”;
• maior complexidade de relações
e obrigações familiares.
Divórcio
• questionamento dos “laços eternos”; Mudanças de ciclos de vida
• lares com apenas um dos pais. • amadurecimento prematuro;
• maior amplitude da vida
economicamente ativa e maior
competição no mercado de trabalho;
• menores taxas de natalidade:
adultos sem filhos e menor número
de irmãos.
FÓRUM DE BRANDING
Consumidor Jovem
Impacto da tecnologia
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O fim de uma era...
• fim dos estereótipos: homem,
mulher, jovem, criança;
• fim da maioria mainstream;
• fim da identificação superficial:
propaganda;
• fim do marketing demográfico.
FORUM DE BRANDING
comportamento consumidor
FÓRUM DE BRANDING
Consumidor Jovem
“Teenagers tend to lean back in their chairs when they’re at their computers – so
the words couldn’t be soo small”
All begins with interactivity – They want to be “doing something as opposed to just
sitting and reading, which tends to be more boring and something they say they do
enough of already in school.”
“The best interactive elements include message boards, polls, quizzes, the ability to
ask questions of experts, and tools that let teens construct their own web pages.”
“Teens find attractive the photographs and images that relieve text of the burden
of communicating ideas, but that don’t weigh down a page. And while adults don’t
like cluttered web pages or too much writing either, he added, they are significantly
more tolerant of a heavier text-to-images ratio.”
“Teens are also much less willing than adults to stick around websites with useful
content but poor presentation.”
“After one or two pages, teens are ready to make their judgment. Adults aren’t going
to spend two hours, but they have more patience if they feel, ‘I need this for my job
or for my vacation.’”
“One of the things teens do online is a variant of e-commerce – they might want
to buy a product in a physical channel, but they do the research online. So it’s
important for companies that sell to teens that they have good descriptions.”
“It just looks like it’s not going to be very hard work to play on this website, and
that’s what pulls teens in. Teens maybe are kind of a little bit on the lazy side.”
“One of the most important factors in attracting teens to a website is making them
feel respected. If you take teens seriously, they’ll take you seriously.”
“Is important to enable teens to explore their identity by providing them with an
environment in which they can experiment with ideas of style, the way they talk, the
way they dress and the way they think about the sensitive issues in their lives -- all
anonymously.”
“It often surprises how much teens are willing to self-disclose and how much they
are seeking validation or connection in this online setting. That means that teens
frequently look the other way when commercial sites ask for personal information,
responding to the kinds of requests that drive many adults away.”
“Teens appear not to worry that marketers are trying to take advantage of them.
“They’re very savvy about advertising, but they just don’t care.”
FÓRUM DE BRANDING
Consumidor Jovem
FÓRUM DE BRANDING
Consumidor Jovem
Generation Xers were brought up on television, Atari 2600s and personal computers.
They are the generation that was raised in the 1970s and 1980s, and saw this
country undergo a selfish phase that they do not want to repeat.
“Generation X grew up in the ‘me generation’ of the 1980s, and now they are able to
see that it is not all it is cracked up to be,” said Jackie Shelton, 31, vice president of
Minor Advertising in Reno.
FÓRUM DE BRANDING
Consumidor Jovem
The term Generation X came from a book written in 1991 by Douglas Coupland by
the same name. It is a fictional book about three strangers who decide to distance
themselves from society to get a better sense of who they are. He describes the
characters as “underemployed, overeducated, intensely private and unpredictable.”
Coupland took his book’s title from another book “Class,” by Paul Fussell. Fussell
used “X” to describe a group of people who want to pull away from class, status and
money in society. Because the characters in Coupland’s book fit that description, he
decided on the title “Generation X.”
The media found elements of Coupland’s characters’ lives in America’s youth and
labeled them Generation X. This stereotypical definition leads society to believe
that Generationa X is made up of cynical, hopeless, frustrated and unmotivated
slackers who wear grunge clothing, listen to alternative music and still live at home
because they cannot get real jobs. It is a label that has stuck, stereotypes and all.
FÓRUM DE BRANDING
Consumidor Jovem
Entertainment: Angelina Jolie is taking over the world. Our panelists LOVE her. They
(and the rest of the world) adore her not only for her looks and sex appeal, but also for her
humanitarian efforts. The NY Times recently ran an editorial praising her efforts in Africa and
she will be honored with a humanitarian award by the United Nations this month. Her MTV
special “The Diary of Angelina Jolie & Dr. Jeffrey Sachs in Africa” and her recent $12 million
contract with St. John’s are sealing the deal on total media saturation.
Activities: Airsofting. Guns and hunting are showing up more and more with our male
panelists, and the latest armored activity is, which originated in Japan and is taking off
stateside. Gun-slingers love Airsoft guns – the scale replicas of actual firearms “shoot” tiny
round, plastic pellets with compressed air. Young adults are all over the chance to shoot
faux Berettas and rocket launchers in role-playing “skirmishes.” While similar to paintball,
Airsofting appeals on another level – not many people get the chance to shoot a Glock in real
life.
FÓRUM DE BRANDING
Consumidor Jovem
Fashion: On a Gender Bender. In a fashion move brought on by downtown hipsters and emo
fans; men are wearing womens’ jeans. Even some skaters (traditionally proponents of baggy
jeans) have told us that they are buying ladies’ jeans, which offer a more form-fitting cut and
more “definition” than shapeless baggy mens’ jeans. As one man posted online about trying
womens’ jeans, “I was surprised to find that they actually fit and looked damn good on me.”
Eats: High Tea. Tea is everywhere – from cocktails to chocolates. Asian tea houses are
opening everywhere – we’ve noticed the Asian trend really booming in the South. Our
panelists love sweet iced tea, and some have tried Lipton’s Iced Green Tea because they
heard it is high in antioxidants. Fancy LA chocolatier Boule Patisserie pairs tea and chocolate
with treats like Bronte – Earl Gray/raspberry flavor, Jade (green tea), and Flora (passion fruit
jasmine-tea pate de fruit).
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Consumidor Jovem
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Sonho de consumo:
Carro
Jóia (anel de noivado)
PS2 (Play Station 2)
Animal de estimação
Computador
FÓRUM DE BRANDING
Consumidor Jovem
GRUPS = 30 - 45
Up With Grups*
Fonte: New York Magazine, abril, 2003
He owns eleven pairs of sneakers, hasn’t worn anything but jeans in a year, and
won’t shut up about the latest Death Cab for Cutie CD. But he is no kid. He is among
the ascendant breed of grown-up who has redefined adulthood as we once knew it
and killed off the generation gap.
* Also known as yupster (yuppie + hipster), yindie (yuppie + indie), and alterna-
yuppie. Our preferred term, grup, is taken from an episode of Star Trek (keep
reading) in which Captain Kirk et al. land on a planet of children who rule the
world, with no adults in sight. The kids call Kirk and the crew “grups,” which they
eventually figure out is a contraction of “grown-ups.” It turns out that all the grown-
ups had died from a virus that greatly slows the aging process and kills anybody
who grows up.
29 GRUPS = 30 - 45
09I05I06
FÓRUM DE BRANDING
Consumidor Jovem
Let’s start with a question. A few questions, actually: When did it become normal
for your average 35-year-old New Yorker to (a) walk around with an iPod plugged
into his ears at all times, listening to the latest from Bloc Party; (b) regularly buy
his clothes at Urban Outfitters; (c) take her toddler to a Mommy’s Happy Hour at
a Brooklyn bar; (d) stay out till 4 A.M. because he just can’t miss the latest New
Pornographers show, because who knows when Neko Case will decide to stop
touring with them, and everyone knows she’s the heart of the band; (e) spend $250
on a pair of jeans that are artfully shredded to look like they just fell through a
wheat thresher and are designed, eventually, to artfully fall totally apart; (f) decide
that Sufjan Stevens is the perfect music to play for her 2-year-old, because, let’s
face it, 2-year-olds have lousy taste in music, and we will not listen to the Wiggles
in this house; (g) wear sneakers as a fashion statement; (h) wear the same vintage
New Balance sneakers that he wore on his first day of school in the seventh grade
as a fashion statement; (i) wear said sneakers to the office; (j) quit the office job
because—you know what?—screw the office and screw jockeying for that promotion
to VP, because isn’t promotion just another word for “slavery”?; (k) and besides,
now that she’s a freelancer, working on her own projects, on her own terms, it’s that
much easier to kick off in the middle of the week for a quick snowboarding trip to
Sugarbush, because she’s got to have some balance, right? And she can write it off,
too, because who knows? She might bump into Spike Jonze on the slopes; (l) wear
a Misfits T-shirt; (m) make his 2-year-old wear a Misfits T-shirt; (n) never shave;
(o) take pride in never shaving; (p) take pride in never shaving while spending $200
on a bedhead haircut and $600 on a messenger bag, because, seriously, only his
grandfather or some frat-boy Wall Street flunky still carries a briefcase; or (q) all of
the above?
This is an obituary for the generation gap. It is a story about 40-year-old men and
women who look, talk, act, and dress like people who are 22 years old. It’s not about
a fad but about a phenomenon that looks to be permanent. It’s about the hedge-
fund guy in Park Slope with the chunky square glasses, brown rock
T-shirt, slight paunch, expensive jeans, Puma sneakers, and shoulder-slung
messenger bag, with two kids
squirming over his lap like itchy
chimps at the Tea Lounge on Sunday
morning. It’s about the mom in the
low-slung Sevens and ankle boots and
vaguely Berlin-art-scene blouse with
the $800 stroller and the TV-screen-
size Olsen-twins sunglasses perched
on her head walking through Bryant
Park listening to Death Cab for Cutie
on her Nano.
30 GRUPS = 30 - 45
09I05I06
FÓRUM DE BRANDING
Consumidor Jovem
Once upon a time, pop culture, and in particular pop music, followed a certain
reliable pattern: People listened to bands, like the Doobie Brothers or Cream or
Steely Dan, that their Frank Sinatra–loving parents absolutely despised. Then these
people had kids, and their kids became teens, and they started listening to bands,
like the Clash or Elvis Costello or Joy Division, that their Cream-loving parents
absolutely despised. And, lo, the Lord looked down and saw that it was good, and on
the eighth day, He created the generation gap.
And then these Clash-listening kids grew up and had kids of their own, and the next
generation of kids started listening to music, like Franz Ferdinand and Interpol and
Bloc Party, that you might assume their parents would absolutely despise. Except it
doesn’t really work that way anymore. In part, because how can their parents hate
Interpol when they sound exactly like Joy Division? And in part, because how can
their parents hate Bloc Party when their parents just downloaded Bloc Party and
think it’s awesome and totally better than the Bravery!
This, of course, is a seismic shift in intergenerational relationships. It means there
is no fundamental generation gap anymore. This is unprecedented in human history.
And it’s kind of weird.
Take the case of Andy Chase and Dominique Durand, a married couple, both well
into their thirties and now with kids of their own, who play in a successful rock band
called Ivy. “Most of our fans are in their twenties or even teenagers,” says Chase.
“And that keeps you young. Because you’re friends with people who are much
younger than you. Our keyboard player is 21 years old. And we dress the same—”
“Our interests are the same,” adds Durand. “The passion is the same. There’s a real
connection.”
There’s that tricky word again: passion. What’s with the Grups and passion? It’s all
anyone wants to talk about. Passionate parents, passionate workers, passionate
listeners to the new album by Wolf Parade. Even Rogan lights up when he talks
about touring Japanese textile factories to find the perfect denim for his jeans. And
I start to realize: Under the skin of the iPods and the $400 ripped jeans, this is the
spine of the Grup ethos: passion, and the fear of losing it.
Which brings me back to my father: the one who wore suits, not jeans; the one who,
when he was my age, already had four kids; the one who logged a lifetime at exactly
the kind of middle-management jobs that no one wakes up excited about going
to in the morning, and who then found himself sandbagged by the late-eighties
recession, laid off in what must have felt like the worst kind of double whammy. All
the adult trade-offs he’d made turned out to be a brutal bait-and-switch. Is it any
wonder that the Grups have looked at that brand of adulthood and said, “No thanks,
you can keep your carrot and your stick.” Especially once we saw just how easily
that stick can be turned around to whap your ass as you’re ushered out the door,
suit and all. Just how easily a bona fide, by-the-book adult can be made to wonder
where it all went wrong, and why you ever bothered to grow up in the first place.
The Happy Ending.
31 GRUPS = 30 - 45