from Marketing Memetics, by Michael Taylor
The most important idea in marketing is “new”. We’re always looking for the next big thing, searching for the latest new products to buy. Everywhere we look we see evidence of consumer beliefs and behaviors are constantly changing, as we invent new technology and cultural norms. Markets move on fear or greed. Change instils urgency, gets you to take action before it’s too late. We’re so obsessed with novelty that we forget that most things don’t change, not really. Our brains evolved over millions of years, and it takes tens of thousands of years for them to even vary. As per the Lindy effect, the best predictor for what will survive 10 years into the future, is whether it has been around for the past 10 years. It’s things that don’t change we should be curious about, because as Bezos puts it “you can build a business strategy around the things that are stable in time”.
BBH studied TGI survey data spanning from 2000 to 2020: two decades containing 9/11, Iraq and Afghan wars, Obama, Trump, the Great Recession, #MeToo, Black Lives Matter, COVID, and the rise of the internet. Over this time 45% of topics saw opinion change by fewer than 5 percentage points, and 74% changed less than 10. Attitudes on the future, debt, authority, family, aging, gender, even eating out at restaurants are virtually unmoved. The only notable changes to attitudes are on newspaper use, TV ads, cannabis legalisation, contactless payments, and bargain hunting. “It is fashionable to talk about changing man. A communicator must be concerned with unchanging man, with his obsessive drive to survive, to be admired, to succeed, to love, to take care of his own.” – Bernbach
Bill Bernbach and the beginning
CHARTS THAT DON'T CHANGE
Jeff Bezos’ Rule: What will not change?
The Carousel - Mad Men
What Emotion Goes Viral the Fastest?