50+ % of India is going to be under or just about 25. India is one of the youngest countries in the world.
What are the socio-cultural ramifications for those who don’t fit into this bracket of the most desirable/marketed demographic definition?.
Predominantly Urban India, but increasingly semi-urban & rural India seems to be afflicted with diseases of “Growing younger” & “Staying Young”. Have been witness to this during #stratalogues 2013.
50 yr olds trying to discover the elixir of jeans, anti-ageing creams and behaving young – rather than just feeling naturally “ageless” are premiumised, romanced & communicated.
Hey! looking & feeling old is the new social-taboo. Urban-Taboo!
40 is the new prime of youth according to Cosmo-magazines!
Why define feeling with age? Why imprison ageing with a demographic mindset?!
If you apply the famous disruption philosophy…is #StayingYoung the new convention?!. Is #UnYoung the new disruption?.
Europe & other geographies seem to be held at ransom for greying…so what’s wrong with greying?!.
Where is the place for the really old, while the “relatively old – mid 30’s to mid- 40’s ppl are still excused from the accusation of being tagged too old” – they make for a high disposable income, mid-life criss afflicted prime-marketing TG.
The premium on #WisdomOfGrey is lost on this world. Indian cities are turning into Roman arenas where the privileged old are the only ones who can afford the spectre of watching the instigated young war-it-out.
As the cosmopolitans breed the need for young, the old will migrate away. As the young migrate to cities, the old stay back in towns & villages…
The dissemination of the filial social-architecture of India & the abundance of the “Baghban phenomenon’ (elders bereft of the support of the youth of their kin) will result in ageing middle-towns!… Leading to growth of business categories in security for the elders, medical home care for elders , old age homes for the elderly rich– further propleled by the need of the criminalisation of the youth who stay back in smaller towns.
Security for the middle-town & the reverse-migrant rich old will sadly be a huge business-spawning need,
The rising need for the MCYS – Singapore sponsored award winning “filial Piety” kind of communication in India & Larger Asia too can be safely predicted. Government sponsored “Social Care Communication” will soon be a sad reality.
Rise in the segment of “green-seeking” retired urban warriors, Like-minded friend spawned retiring gated communities in India will be another business opportunity.
But yet the emotional need of the old & the aged to harvest their wisdom for the benefit of the young will be left unfulfilled.
Can we spur social-organizations to broker a marriage between the orphans of India and the listless middle-town/reverse-migratory aged of India and satiate a mutual need of the old seeking a venue to vent their wisdom and the young exhibiting a sponge for a source of wisdom?. Who will champion the much needed social-engineering?.
All this while, those classified as not-exactly-young in urban India will suitably suffer from capitalistism-propagated need to struggle against the natural instinct to age. We as an Asian collectively will suffer to stay young.
Everyday women shall look at themselves in the mirror and yearn for botox, staying slim and being desireable as per conventions, Everyday men will regret the prosperity of their paunches. Energy drinks consumption will rise, the not so young shall punish their life-rich bodies to behave young in the night bars (while the young abandon these places for becoming too uncley & aunty’ish joints).
Everyday the not-so-young will invent new excuses for self as well their august social-entourages to find a way to stay at home and not push the debaucherous cinderella timelines.
Once in a while they will secretly whisper to their close confidants that they really dont like to “pardy all night” and would rather lounge.
The rising convention of #StayYoung, will give birth to a new age disruption of being #UnYoung.
This new phenomenon will spawn a new urban tradition of being comfortable with the ageing process.
Not punishing yourself to be the air-guitar strumming, pub-hopping, crotch-hugging jeans clad not-so-young youth.
The next wave of idea-based businesses will arise out of catering to & easing the socio-cultural pressure for these relatively young and not so young consumers (mind you with a high disposable income).
#UnYoung will be the premium along with #PreimumOfGrey in this young Asia.
Fill a room predominantly with youngsters, brands preaching youth and presto! You have a convention being set-up to be broken!
Here’s a strategic instigation for brands to liberate the relatively young and the gracefully ageing from the tyranny of capitalism enforced youth!
#UnYoung possibly is the blue Ocean business opportunity in a red ocean of youth.
Interesting times in India & parts of younger Asia
#UnYoung could be a huge liberation that a high-disposable income TG – who are the products of an erstwhile scarcity economy truly seek