Youth Homogeneity a myth?

I am not surprised that the new Coca-Cola India commissioned research study is titled ‘The Truth About Youth: Exploding the Youth Homogeneity Myth’, and is even labelled 'a good descriptor of young people’s consumption styles today'.

I am not surprised that they are calling 'Youth Homogeneity' a myth, 'cos they fundamentally misunderstand 'Human Motivation'. A cursory glance at the Maslowian theory is enough for one to understand that needs are decked up in a hierarchical order. And in most cases people move from a lower order need to a higher one. Its natural they do that, though I admit there could be exceptions. But note, they are just that, exceptions.

What I mean to say is fundamentally what motivates us all at some point in time has to be one and the same entity. We start with basic needs and then move on to social needs. It would erroneous to conclude that you and I are different, just 'cos at a given point in time you seek basic fulfillment whereas I seek social ones. You will in fact catch up with me once your basic needs are fulfilled. Thus what motivates us both are one and the same things (tho' at different points in time), thus making us similar.

It highly erroneous to conclude that Indian rural youth are different from their urban counterparts just because they exhibit different aspirations. Take for example the differences the study states, among urban and rural youth, when it comes to the desire for freedom. Urban youth seek enhanced financial and social freedom whereas their rural counterparts look for financial independence and a a reasonable degree of freedom. Granted there are 'differences', but does that really make one group different from the other? The truth is, there are no differences. Its just that the youth exist at different levels on the motivation hierarchy. And so the implication is, marketing communiques must be cognizant of this varying level of motivational existence and conjure communiques based on that understanding.

Youth all over, are the same. It doesn't matter much what appeals to them. It only matters to the extent that marketing communiques must be designed keeping in mind what it is, that motivates them in the present. The difference in the factors of motivation don't necessarily make urban youth any different from their rural counterparts. That's something marketers mustn't forget.


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