Problem is (one of the anyway) new consumers have a 3 second attention span, forced upon them from the internet and like (crave) obvious headlines without the depth to scratch even superficially under the surface. DYOR is meaningless through either nonchalance or being time poor so brands can get away with obvious attention grabs that are paper thin knowing they won't get found out.
Great article. And would I suddenly rush to Sainsbury’s to buy Surreal after seeing that poster? Not in a million years. Terrible name btw. It suggests the ingredients may contain a few surprises don’t you think?
Probably a hot take itself, but I think it’s becoming clear that all of the reactions on all sides are more about the societal pressure to say something about everything (ie have a hot take) than about really caring about the system forces invisibly permeating our lives like odorless carbon monoxide.
Fascinating observations. With family from (hardscrabble) N UK, moved to W US; and (industrious) NE US moved to W US; and (rebellious) W US moved to (monied) NYC, it has been a challenge NOT to think about nepo-babies and the luck of their birth.
Just so hard not to laugh out loud. Beyond satire. And so beautifully restrained. Apart from the comedy GODDAMNIT! which is warranted IMHO. Keep up the aim.
Made an account simply to say how much I enjoyed this article. Also, as an Aussie i've seen the success Cole's generated through that campaign. The hate towards it baffles me just as much as you.
You can get an Inspection Copy through De Gruyter. It’s very thorough and has had some excellent feedback as well as making it to the Finalist stage of two book awards.
I'd agree with everything you said here except this bit: "Either way, the best approach is always to focus on individuals rather than identity groups, whether they’re class-based or otherwise. Humans are complicated that way."
Class is not an identity group, it's a material position in terms of your relation to wealth. It's focussing on individuals rather than class that gets our politics where it is today — that leads Rishi Sunak to believe (mistakenly) he can hop in a Kia and appear down with the people lol. It's also why we obsess over the actors with famous parents, rather than on the real economic barriers that prevent working class people from getting in to acting.
Apart from that great read, I wondered what your thoughts are on this boom of advertising specifically made for linkedin... Those billboards are clearly not meant to be seen by anyone other than millennial professionals on linkedin, and maybe twitter at a stretch. It seems quite novel to me, but they've clearly identified their market as people on linkedin who can afford to spend £8 on a box of cereal, so what's the point advertising anywhere else?
I find it interesting that their dad is probably the entire reason they are in Sainsbury’s. The amount of times I’ve seen this pattern is quite sickly.
Middle/upper class person tries to virtue signal by creating or doing something ethical, parades their success over the working class (mocking their lack of righteousness) whilst being secretly funded by some grossly unethical means.
I love the wordplay: surreal / cereal. Thanks for an interesting post. Advertising takes you down some rabbit holes for sure.
Another great post and great points. I don't think it's just nepo-baby brands that are playing Gen Z btw.
Plenty of examples of ‘purpose-led’ strategies being bottom-up here……
https://www.degruyter.com/document/doi/10.1515/9783110718638/html
Problem is (one of the anyway) new consumers have a 3 second attention span, forced upon them from the internet and like (crave) obvious headlines without the depth to scratch even superficially under the surface. DYOR is meaningless through either nonchalance or being time poor so brands can get away with obvious attention grabs that are paper thin knowing they won't get found out.
Great article. And would I suddenly rush to Sainsbury’s to buy Surreal after seeing that poster? Not in a million years. Terrible name btw. It suggests the ingredients may contain a few surprises don’t you think?
Excellent post. I've just cross-posted on my own substack www.thenewera.uk
Probably a hot take itself, but I think it’s becoming clear that all of the reactions on all sides are more about the societal pressure to say something about everything (ie have a hot take) than about really caring about the system forces invisibly permeating our lives like odorless carbon monoxide.
Fascinating observations. With family from (hardscrabble) N UK, moved to W US; and (industrious) NE US moved to W US; and (rebellious) W US moved to (monied) NYC, it has been a challenge NOT to think about nepo-babies and the luck of their birth.
Just so hard not to laugh out loud. Beyond satire. And so beautifully restrained. Apart from the comedy GODDAMNIT! which is warranted IMHO. Keep up the aim.
I sat in my car reading to the end even though I was going to be even later to an appointment than I already was. Zinger of an article.
Made an account simply to say how much I enjoyed this article. Also, as an Aussie i've seen the success Cole's generated through that campaign. The hate towards it baffles me just as much as you.
You can get an Inspection Copy through De Gruyter. It’s very thorough and has had some excellent feedback as well as making it to the Finalist stage of two book awards.
I'd agree with everything you said here except this bit: "Either way, the best approach is always to focus on individuals rather than identity groups, whether they’re class-based or otherwise. Humans are complicated that way."
Class is not an identity group, it's a material position in terms of your relation to wealth. It's focussing on individuals rather than class that gets our politics where it is today — that leads Rishi Sunak to believe (mistakenly) he can hop in a Kia and appear down with the people lol. It's also why we obsess over the actors with famous parents, rather than on the real economic barriers that prevent working class people from getting in to acting.
Apart from that great read, I wondered what your thoughts are on this boom of advertising specifically made for linkedin... Those billboards are clearly not meant to be seen by anyone other than millennial professionals on linkedin, and maybe twitter at a stretch. It seems quite novel to me, but they've clearly identified their market as people on linkedin who can afford to spend £8 on a box of cereal, so what's the point advertising anywhere else?
https://www.startupdonut.co.uk/sales-and-marketing/your-marketing-strategy/how-i-began-selling-my-products-through-supermarkets
I find it interesting that their dad is probably the entire reason they are in Sainsbury’s. The amount of times I’ve seen this pattern is quite sickly.
Middle/upper class person tries to virtue signal by creating or doing something ethical, parades their success over the working class (mocking their lack of righteousness) whilst being secretly funded by some grossly unethical means.