Microtargetting Uncertainties and Anxieties
A colleague sent an ad that recently came out. Its for Wildstone talc and it aims for making men feel ashamed for using the normal talc which had traditionally been targeted to women. Its very humorous and does a good work of accentuating men's anxiety about their manliness. Perhaps, a sustained effort on this front with a few more players joining in would certainly create enough anxiety amongst men not to use 'women's talc'. It has already happened in a lot of other categories. The reportage and analysis about matters of creation of sub-segments is peppered with words such as 'progress' 'maturity of market'. They are not wrong.. creation of segments is symptomatic of growing purchasing power, increased nucleation of needs.. a movement to western style first-worldliness if you will. But it is also symptomatic of a greater humanistic and social malaise. Sonal talks at her blog about the collective conscience that brands of yesteryears built is non