I am 30. Jesus, this is even more distressing than I thought, saying it on the blog!! But I am, and somehow I feel that in this country I have been pushed into a demographic deadend. I am 30 and unmarried and have not definite plans to start a family - with kids and all that - soon and I also do not plan to stay in the same job forever and also do not think changing my furniture every year is trivial and lacking in financial common sense. I travel and like doing it and do not like to relate to my mom or my potential mother in law when i choose my detergent. I took out a loan to fund my one year abroad not to buy a flat.
My problem is that, although I am financially sound and interesting as a purchaser of things, nobody seems to give a damn about me. There is no advertising that targets me... in order to feel connected to the ads on TV, I should be married by this age, with a kid and a husband that likes sandwiches with either cheese or pate. I should do a bunch of laundry everyday and get love from my family because I use the right kind of softener.
OR, if I refute my age and assume I am still in the 20yo demographic, then I should want to download silly ringtones, pick up people on FB and eat loads and loads of chocolate or skateboard.
I do not exist as a target although I am probably the most likely to spend, uncontrollably and a lot. But I do not exist for two reasons: 1, because I am not statistically relevant as research only focuses on the golden mean, and 2, because I am not predictable, and, as we all know, advertising works with the mass and with the predictable. And it's not really even advertising's fault, because businesses need to have 5 year projections and someone whose career outlook is not predictable cannot function as a projectable source of income.
So, although I make more money than my mom and dad, more than my married friends and spend it all on me and my house, I do not count for the very industry I work in. Most websites are not for me but for 20 yos. Because they are future income. But I am not, because in the future when they will be able to spend I will be too old, or so I assume the thinking goes. So I am invisible.
Being 30 sucks... from a demographic point of view that is :D
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.