Single, childless and ‘boring’: social changes that modify consumption

Single, childless and ‘boring’: social changes that modify consumption

50 years, year above year down, does create a portrait robot of a consumer was simple, because in the end all were cut from the same pattern: Certain formative years, look for a partner with whom to share your life and above all have few children, a family owned house (if you were doing a portrait robot of US consumer you could add in the suburbs) and a few aspirational purchases like a car or a family vacation. But 50 years later all this profile has remained in just Hipster material for songs and grainy images in series and advertisements retro air. The consumer is no longer the case. And the work of advertisers today is far from how easy it could be to those of the era of Mad Men.

Families have long ceased to be so. There is no father, mother and a couple of kids. Now the combinations are much more diverse and advertisers have ahead the challenge of reaching them all. Generational changes have also modified as are those consumers who have to reach. Baby boomers 50 years gave way to the X generation, which is now being superseded by the millennials (the largest object of desire for brands because they are the largest group of consumers for a long time) and even its replacement, the generation Z.