More daring ads, brands for urban consumers

Gone are the days of innocent bright-eyed consumers who willingly accepted whatever the PR and advertising machines churned out. In the age of the Internet and rising urbanization, consumers are becoming more jaded, savvier and appreciative of daring brands and products.

Hagen Daz is targeting adults with ads, such as this one for Hagen Daz Caramel Biscuit and Cream flavor. / Korea Times file

By Cathy Rose A. Garcia

Gone are the days of innocent bright-eyed consumers who willingly accepted whatever the PR and advertising machines churned out. In the age of the Internet and rising urbanization, consumers are becoming more jaded, savvier and appreciative of daring brands and products.

Trendwatching.com, one of the world's leading trend firms, calls this the rise of ``maturialism’’ or so-called mature materialism.

``Thoroughly exposed to (if not participating in) an uncensored, opinionated and raw world (especially online), experienced consumers no longer tolerate being treated like yesteryear’s easily shocked, inexperienced, middle-of-the-road audiences. Able to handle much more honest conversations, more daring innovations, more quirky flavors, more risqué experiences, these consumers increasingly appreciate brands that push the boundaries,’’ the report stated.

Trendwatching.com cited three drivers behind the maturialism trend: the anything-goes online culture, slowly creeping spread of liberal culture, and the ongoing shift of how status is defined.

With the popularity of social media networks, millions of consumers can easily post their comments about brands, companies and products. Anyone can post a tweet about bad customer service or write a Facebook note about a defective product.

Some companies have also adapted to the changes, appointing social media managers who are tasked with monitoring Twitter, Facebook and other social media networks.

When the iPhone 4 was first introduced, Apple users generally praised it. But the apparent antennae problems and the company’s stubborn refusal to acknowledge it, led to an anti-Apple backlash for a while.

Transparency has become more important too. Consumers expect transparency from companies, and are not afraid to voice their comments and criticisms.

``The gap between the sanitized, litigious, politically correct corporate world and mature consumers wanting to experience something more daring and unscripted has never been bigger. Case in point: the increasing popularity of anything that's `live’... Live experiences can't be edited or controlled or censored, and thus offer the rare possibility of surprise, excitement and `realness' that mature consumers enjoy,’’ Trendwatching.com said.

The rise of mature materialism can also be traced to the spread of liberal attitudes as more people become urbanized. Urban consumers have become more exposed and interested in alternative goods, services and lifestyles, thus moving away from traditional social structures.

Mature consumer societies are eagerly looking for the next big status marker. Wealthy and urban consumers are looking for more innovative, creative and unconventional products, services and experiences.

To address the new demands of consumers, companies have to straddle the fine line between being risqué and going over the bounds of decency. Some products and ads may be fun to some, but offensive to others.

Korean companies can take their cue from some examples of the maturialism trend from other countries.

In New York City last July, Calvin Klein Jeans posted a large QR code on two billboards for its new collection, with the words "Get it Uncensored." Smartphone users can capture the code, which links to the racy 40-second uncensored commercial featuring supermodel Lara Stone.

Air New Zealand's ad campaign, which highlighted its transparent prices, showed employees wearing nothing but body paint.

Levi’s Jeans launched Curve ID, a new line of jeans designed based on women’s body shapes, not waist size. Levi’s identified three universal body shapes for women: slight curve, demi curve and bold curve, for the jeans.

Ice cream is being positioned in a different way for the mature crowd. U.K. brand Icecreamists has come out with premium X-rated flavors, and Wine Cellar Sorbet introduced alcohol-infused sorbet flavors.

Hagen Daz ads for its premium ice cream are also targeting adults, not children. One ad shows a woman lying in bed with Hagen Daz Caramel Biscuit and Cream ice cream.

U.S.-based Ben & Jerry’s re-named their Chubby Hubby flavor as Hubby Hubby, in celebration of the legalization of same-sex marriage in Vermont state last year.

Burger King is targeting a different market with its new Whopper Bar concept in the U.S. The 24-hour Whopper Bar offers a specialized menu that allows customers to customize their sandwiches and burgers, and serves beer.

In London, a coffee shop owner Gwilym Davies introduced a ``Dis-Loyalty Card,’’ where customers are encouraged to visit eight other coffee places. After completing the card, consumers can get a free coffee from his cafe.

``For grown-up brands that are in tune with consumer values, maturialism creates juicy opportunities in the years ahead. Mature consumers expect communications and innovations to be candid, to have personality and passion, and to sometimes push the boundaries, i.e. they expect brands to become mature, too,’’ Trendwatching.com said.

cathy@koreatimes.co.kr