Sailaja N. Joshi

Who’s Up Next?

In Anthropology, Social Change, United States on September 15, 2010 at 12:45 pm

I’m a voracious reader. Seriously, I love reading and I love researching. I also love observing and those three things put together make me an excellent consumer anthropologist in the making.

Currently I’m reading Grant McCraken’s Chief Cultural Officer, which by the by he sent me an autographed copy of. Grant has an appendix in the back of his CCO Book for budding CCO and I’ve taken some of his advice to heart. Somewhere in his book, he makes a point of noting that in order to be a successful CCO you must understand ‘the next.’ Great CCOs have the ability to see trends before they happen, making them a valuable asset to companies.

With that in mind, I present to you, “Who’s Up Next.” A list of emerging people/sub-cultures that will shape the global landscape.

  1. Asian-Indian American Women. I’ve said it once before, and I’ll say it again. This group of people is not only affluent, but are also savvy shoppers.
  2. The Theater Peps: Thanks to Glee, all of a sudden being a drama kid is cool. These kids love theater which could mean a reemergence of stage art if community theaters recognize the need.
  3. LGBT: This group has clearly been around for awhile, but it is finally gaining the┬árecognition┬áit deserves as part of mainstream society. How can we tell? Well the affluence of gay characters on TV is one telling example (See Modern Family, Desperate Housewives and Glee). Once you’re on TV, you’ve “made it” in terms of being part of society. Hopefully companies recognize that.

What are some other people/subgroups that you feel are emerging? Any thoughts fellow Consumer Anthropologist/Enthusiasts?


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: