Went browsing at the bookstore yesterday and came across a consumer research booked called “Karma Queens, Geek Gods, and Innerpreneurs” yet another marketing attempt to pigeonhole people. But hey, I love these stuff!
What caught my attention is the consumer type “Denim Dads” which was defined as:
“active in raising children and embrace a balance between life and work. They might buy expensive jeans and pick the same music player their kids use.”
OK, I don’t buy expensive jeans but I’d buy the same music player if my daughter is old enough to ask for one. What I’m seeing nowadays is a lot of young dads carrying their kids, playing with them, bottle-feeding them, and putting them to sleep — in public. Maybe I’m just a little more sensitive to these things now that I do these myself but perhaps fathers these days do take a more active role in raising their children.
And I know Gen Xers like me want better work-life balance. It’s certainly something I’m able to have now, after years battling for — and later enjoying — telecommuting rights when I was in an office setting.
There’s another consumer type that I’m afraid I’m slowly turning into — the Parentocrat:
“Upper middle class parents consumed with their children’s well-being who may invest heavily in music lessons or videos promising to make children smarter.”
Ack! All those “developmental toys” and over-eagerness to get our baby to do everything well in advance. Must…slow…down.
