Initially the target audience for Heka was going to be young professionals aged 25-15. However upon reflection of the branding and after receiving feedback, young adults aged 18-25 is a more appropriate audience as this demographic better reflects the theme of the branding due to the use of colour and pattern within the branding and packaging. Young professionals have more disposable income therefor are more likely to favour a higher end brand whereas the current branding for Heka is better suited to a lower price point due to the inclusion of bright colours. Furthermore young adults are more aware of the rise in awareness of gender fluidity as this generation is the driving force behind the social change needed to increase awareness within the expanding market of gender neutral personal care market. This is highlighted by the fact that 20% of millennials say they are something other that strictly straight and cisgender, compared to 7% of boomers, according to Time magazine. Furthermore the potential impact for continuing the growing acceptance of gender fluidity is larger within this demographic as they are already aware and can carry a positive attitude forward, spreading awareness to other generations.
http://time.com/4703058/time-cover-story-beyond-he-or-she/
No comments:
Post a Comment