Marketing and all things related

Just when you think you’ve got this whole target marketing deal solved, New York magazine decides to identify a new consumer segment, and coin the term Grups. Grups are people in their 30s and 40s who behave more like people in their 20s. New York magazine chose the name Grups from an old episode of Star Trek. We will spare you the plot summary, but Grups is short for grown-ups. And Grups are in fact short of growing up. Think of Grups as Gen Xers with enough disposable income to goof off with idle pursuits. Reuters says the Grups profile is a 36 year-old still clubbing and wearing Converse trainers. Of course the advantage to identifying a new consumer segment is the opportunity for an agency or pundit to become a Grup expert. Marketing Blurb does not find Grups unusual. It does seem that 30 is the new twenty. This makes us much younger, too.