Suit Youth

Suit Youth
ILL-INTENDED PRAYER BACKFIRES ON PAS: K'TAN UMNO YOUTH
KOTA BAHARU, Jan 3 (Bernama) -- Kelantan Umno Youth today said that PAS' ill-intended prayers against the Prime Minister Datuk Seri Najib Tun Razak had backfired on the party.
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The term Grup is short for 'grown up', adults who havenÂ’t really grown up in the traditional sense - and I donÂ’t mean that in a condescending way.

Grups are in the 30 - 40+ age group and are people who are still very much into activities that are usually attributed to teens and 20-somethings; such as nightclubbing, backpacking, hitting the mosh pit at concerts, mountain biking etc.

Grups refuse to let age be a barrier to their activities. ItÂ’s not that they are trying to regain their youth; theyÂ’ve just never grown old in attitudes and interests and do not identify whatsoever with the current stereotypes that accompany their biological age. They also donÂ’t consider their biological age as affecting their ability to engage in heavy physical activity - whether that be dancing until dawn or trekking through a foreign country by bike.

The current stereotypes of being in your mid-30Â’s and 40Â’s are predicted to fade, with increasing numbers of us refusing to 'grow old'. Age is truly becoming a state of mind and the generation gap may cease to exist very soon according to some who are studying the Grup phenomenon.

Grups, also known as yindies (yuppie-indies) dadsters, and sceniors; squeeze the most enjoyment out of life that they can; but this doesnÂ’t mean they are total hedonists. They often hold responsible jobs and are very successful in their business life. They will wear a suit if need be - but much prefer to dress down, even if dressing down does entail designer label jeans, t-shirts and runners. Their vacations are not spent entirely in deckchairs on the beach watching the world go by, but on adventures and physically active pursuits. Their music is not only the music of their youth, but also of today.

ItÂ’s often said that youth is wasted on the young - the Grups just extend their youth, but itÂ’s seasoned with valuable life experience.

So where does this term “psychographics” come in? In marketing, we primarily deal with demographics; focusing on particular age groups, income, education, occupation and region. Psychographics focuses on behaviors and values; so in the case of Grups, it’s the more important approach.

Your products may primarily focus on Generation Y; but perhaps thereÂ’s many Grups within the Generation X and Baby boomer demographic that might take an interest in your goods and services as well. Are you leaving money on the table by not chasing the Grup dollar? ItÂ’s certainly a group with massive spending power and appears to be rapidly growing.

ItÂ’s quite a challenge marketing to a group of people that may span a couple of generations. When IÂ’ve discussed this with other ecommerce merchants in the past in relation to site presentation, the ideas weÂ’ve usually come up with is a 50/50 site (different channels) with a 50/50 home page - one side youth oriented, the other more on the culture of the product and the lifestyles it suits.

The concepts to focus on are vitality and recognizing that these people are “hip”, yet successful and discerning.

If you have youth-oriented product that may also be appealing to Grups, in many cases it might be best to have a separate site altogether. It’s not so much the “oldies” not identifying with the younger group, more the younger group not wanting to see that the older group is also really into your products too. After all, rebelling against your elders and the establishment is almost compulsory when you’re in your teens and early 20’s.

Michael Bloch has been working the web as a successful marketing and development consultant since the late 90's. Michael owns and operates TamingTheBeast.net; a popular Internet marketing and ecommerce resources site providing online business owners and affiliate marketers with valuable free advice, articles, tutorials and tools.

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