Catégoriser les gens est indispensable au monde qui entoure les marques : les instituts d’étude, les agences de publicité et de design, les cabinets d’innovation, les annonceurs, les gourous…Alors Millenials et Sellenials, une illusion ?
« …Le monde du marketing aime les cases. Celles dans lesquelles nos esprits cartésiens peuvent ranger leurs affaires. Catégoriser les gens est un exercice indispensable au monde qui entoure les marques : les instituts d’étude, les agences, les cabinets d’innovation, les gourous…
Il n’est pas un jour sans qu’un inspirateur génial ne fasse le buzz en nous ouvrant les yeux : après les « Millénials » dont tout le monde parle mais dont personne ne sait vraiment qui ils sont (en vérité, ce sont de simples citoyens nés entre 1980 et 2000, qui n’ont pas grand-chose de différent des autres , même dans leurs modes de consommation…), d’autres étiquettes sont venus éclairer nos esprits simplificateurs : génération X, génération Y, génération Z. Cette dernière, née après 2000, serait complètement différente des autres et, dans l’inconscient collectif développé par nos experts, bien supérieure : sens des valeurs, vison internationale, totale transparence, rapidité de pensée et d’action, originalité, soif d’entreprendre et fonctionnement en réseau…
Une nouvelle catégorie
Mais la génération Z n’a qu’à bien se tenir car les instituts préparent déjà nos esprits incultes à s’ouvrir à une nouvelle catégorie que nous ne pouvons comprendre sans la lumière de leurs sondages : la génération Alpha… La plupart ont moins de 6 ans et ne savent pas encore parler mais les experts écrivent déjà beaucoup sur eux et leurs futurs comportements de consommation. C’est pourquoi, pour nous faire patienter, ces sociologues du marketing viennent de nous inventer les « Sellenials », des jeunes qui jonglent entre innovation et nostalgie, qui hybrident la « tech » et le vintage… »
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