WORK IN PROGRESS
Culture After Youth Culture and D is for Don't Die Brand Analysis Unlocked
CULTURE AFTER YOUTH CULTURE
We’re currently working on a memo tentatively called culture after youth culture. It’s a strategic analysis of a demographic path that is virtually inevitable, given plummeting birth rates across the globe (a topic still under-discussed considering the issue’s magnitude).
Some starter thoughts from an earlier memo:
“The relative importance of youth and youth culture (itself a product of post-war demographics) to marketers is in decline. Young people today have less to spend, and there are simply fewer of them to buy whatever it is you’re selling. At the same time, youth culture is losing its appeal to older generations; culture isn’t trickling up the age pyramid like it used to. Older people want the health that comes with youth, but not the skibidi.
Boomers have the most to spend, but their remaining Customer Lifetime Value is limited. This is a developing Nemesis hypothesis, but in our view it is millennials – in particular older ones – and their consumption preferences that are the leading generational locus of influence.”
Let us know if you have any thoughts on this or sources we should examine in the process of writing a fuller analysis.
D IS FOR DON’T DIE
The above quote is from a brand analysis piece we published in December on Don’t Die and Bryan Johnson’s wider portfolio of ventures – including himself. After the piece came out Netflix released a documentary on him (titled Don’t Die), that has led to massive growth in his following and supplement brand Blueprint.
Since Bryan Johnson is hitting such a high point of attention we’ve unlocked BRAND ANALYSIS: D IS FOR DON’T DIE for all of our readers. Enjoy :)
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