Chapter 13: Subcultures Flashcards
Subculture
A group whose members share beliefs and common experiences that set them apart from other members of a culture
Subcultural identification influences our everyday experience and consumption preferences
Every one of us belong to many subcultures related to our _____, _________, or the _______ where we live or call home
Age
Ethnic background
Region of Canada
Microculture
Communities of consumers who participate in or otherwise identify with specific art forms, popular culture movements, hobbies, etc.
Includes its own unique set of norms, vocabulary, and product insignia
Examples of microcultues
Mixed Martial Art fighters
Star Trek fans
Rally-car enthusiasts
Our age and consumer identities often guide our consumption behaviours
The bond you share will the million other people who have come to age during the same time period as you
All things being equal, we are more likely than not to have things in common with others of our own age than with those younger or older.
Bunch of 2008 teens all sharing joy at a Justin Bieber concert
Younger consumers, for example, don’t drink nearly as much coffee on a daily basis as older people. In addition, a marketer needs to communicate with members of an age group in their own language
Age Cohort
a group of consumers of the same or approximate age who have undergone similar experiences
Examples: They share many common memories about cultural heroes (e.g., Mario Lemieux versus Sidney Crosby), important historical events (e.g., World War II versus the 2020 Tokyo Olympics)
Marketers often target products and services to a specific age cohort,3 because our possessions play a key role in letting us ______ with others of a certain age and express the priorities and needs we encounter at each ________.
identify
life stage
One rough generation approximation looks like this:
The Interbellum Generation—people born at the beginning of the twentieth century
The Silent Generation—people born between the two World Wars
The War Baby Generation—people born during World War II
Baby Boomers—people born 1946–1964
Generation X—people born 1965–1985
Generation Y (Millennials)—people born 1986–2002
Generation Z—people born 2003 and later
Because consumers within an age group confront crucial life changes at roughly the same time, the values and symbolism used to appeal to them can evoke powerful feelings of_______
nostalgia
Multi-generational marketing strategy
An appeal to people of different ages with imagery form an older generation that also draws in younger consumers
The global market for children’s wear is expected to be over _____ billion by 2024
$339
A recent study found that kids whose parents use products to shape behaviour are more likely to be ______ as adults
materialistic
Parental yielding
When the parent surrenders or gives into a child’s request
The global youth market, which includes Gen ____ and part of Gen ____, is massive
Z
Y
At this age (the age when one hits puberty’s), our choices of activities, friends, and clothes are crucial
Teens constantly search for cues for the “right” way to look and behave from their peers and from advertising
According to Teenage Research Unlimited, the five most important social issues for teens are:
AIDS, race relations, child abuse, abortion, and the environment
The Saatchi & Saatchi advertising agency identified four basic conflicts common to all teens:
1) AUTONOMY VERSUS BELONGING.
2) REBELLION VERSUS CONFORMITY
3) IDEALISM VERSUS PRAGMATISM
4) NARCISSISM VERSUS INTIMACY
1) AUTONOMY VERSUS BELONGING.
Teens need to acquire independence, so they try to break away from their families. However, they need to attach themselves to a support structure, such as peers, to avoid being alone.
2) REBELLION VERSUS CONFORMITY
Teens need to rebel against social standards of appearance and behaviour, yet they still need to fit in and be accepted by others. They prize “in-your-face” products that cultivate a rebellious image.
3) IDEALISM VERSUS PRAGMATISM
Teens tend to view adults as hypocrites, whereas they see themselves as being sincere. They have to struggle to reconcile their view of how the world should be with the realities they perceive around them.
4) NARCISSISM VERSUS INTIMACY
Teens tend to obsess about their appearance and needs. However, they also feel the desire to connect with others on a meaningful level.
The effects of bullying, ridicule, haze, and admonish
For example, one of the kids in the study quickly exchanged a pair of white sneakers for more stylish black ones after his peers ridiculed him
Gen Z
Rough age range from kids who were born beginning in the late 1990s to early 2000s, so the oldest are just entering college and university
And, of course, they are digital natives, which means they grew up in a culture where technology was always present. Given that they spend a big chunk of their time online, they expect brands to engage them in two-way digital conversations.
This group learns about new styles via social media
Gen Y (AKA Echo boomers and Millennials)
Those born between 1986-2202
Pepsi also found that____ percent of Millennials have positive associations with the word change and that they link the word to others like new, progress, hope, and excitement
95
Gen _______ love brands like Nike, Sephora, Apple, Lululemon, and Victoria’s Secret
Yers
This can be difficult because these consumers like to “trade up and down” (i.e., they fluctuate between upscale brands and less expensive ones)
3 Major forces that have shaped Millennials Experiences
1) Economy
2) Globalization
3) Social Media
1) Economy
The company identified a subgroup of ambitious go-getters. Women in particular seem very aware of their “self-brand” and work hard to project a professional image via clothing and home decor. Men tend to identify with a “frat boy” culture and spend a lot of time and money on technology, gaming, and sports. However, these Millennials are a minority. Many are stuck in “economic purgatory”; they are overeducated but underemployed and focus on economizing by living with roommates and clipping coupons. Even this more frugal group, however, considers technology, like smartphones, a must-have.
