New opportunities for brands as generations reshape and traditions remix


Today consumers have the permission, desire and ability to construct their own identities. Trendwatching has labelled this trend ‘Post-Demographic Consumerism’, and it’s characterised by behaviour that breaks age, sex or socially appropriate expectations. Established brands are reacting to the reshaping of conventions – Rolls Royce overturning brand heritage through an XBox game, Graham Crackers celebrating the ‘new normal’ with the coming together of a  post-divorce family and Lean Machine Ale exhibiting ‘hyper demographic irony’ with a beer delivering post workout benefits.

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Our take

At TMS we approach the consumer as more than just a number. Good research is critical to make this shift from generalisation to personalisation. It provides a deep understanding of the values, interests and choices of people who are accessible to the brand. Taking a 360 degree view of their lives can refine targeting and open up new, unexpected opportunities.

What’s The Wrap?

The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.