A Sampling of A-Values
As noted in the previous post in this series entitled The DNA of Behavior, the pursuit of novelty is a signature characteristic of the young throughout the mammalian family. We see this in the behavior of colts, kittens and kids (human and otherwise).
Affinity for the novel is strongest among the young because it draws us into a broad diversity of learning opportunities. That is because learning is the foundation of adaptation, the fourth need system in the wbework of five core need areas that drive all behavior. .
In the second half of life we have generally become more habituated to previously learned solutions to adaptivity challenges. That’s where the idea that you can’t teach old dogs new tricks comes from. But that’s not altogether true, although we will leave that issues unexplored in this post.
In developing marketing
strategies and executions it’s important to connect with people’s worldviews, that is, how they connect with the world, not what they believe. That goes without saying. Yet, many marketing communications intended for
second half of life customers have older looking faces but reflect the
novelty-seeking behavior of the young. So, be my guest and use the accompanying
exhibit as a checklist to avoid mixing up juvenile values with older faces.
A substantial portion of marketing communications I see that are aimed at older people reflect gap between values projected and the people depicted in marketing messages. Take the youthful value of “Exploring the unfamiliar, the thrilling.” Second half consumers may be drawn to images reflecting that value, but they might be more deeply drawn into a message that reflects the value, “Enjoying the familiar, the quiescent.”
Second half customers don’t need “new and improved.” They tend to generally put consistency at a higher value than “new.” I believe that first half customers are becoming more that way as well. This is because they are subliminally influenced by values of second half consumers because they have become overwhelming the majority.
Yes, the young will still have a strong affinity for novelty, but I see signs that many are being more heavily influenced than ever by the comfort offered by the familiar. This has much to do with growing political and religious conservatism in our culture. Expect this trend to grow stronger as the years go on because we have yet to see the median age to reach its peak.
Next: Differences
across the life span in how we recharge
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