A quick follow up to my last post (and another chance to plug Steven Johnson's book 'Everything Bad is Good for You').
There was an article in the Times recently (Teenage mutant TV watchers), which reinforces Johnson's point that the increasing complexity of popular culture is stimulating our mental capacity. More than this though, the article suggests that teens are actually rejecting the dumbed down fare aimed directly at them, and increasingly seeking out more stretching, adult entertainment instead.
It quotes Paul McNamee, editor of a recently launched teen magazine (Brat). He got many emails and letters from readers after issue 1 saying that the TV shows specifically targeted at them were of little or no interest. They also conducted some research which found that it was series like Desperate Housewives, My Name is Earl and Lost which were coming out well, even though written for a much older audience.
And what of marketing and advertising post this complexity debate? it does suggest that, after years of being simple and single-minded (or was that simplistic and superficial), the future may belong to those brave enough to embrace complexity (and let's be honest, brands are VERY complex: so away with narrow, constricting essences and the like. How about a 'free the brands' campaign - no more constraining and containing let them to be what they truly and fully are, even if that's a bit less easy to tame and control - something for a later post possibly) and challenge people. Because if our consumers are increasingly looking to stretch themselves, who are we to say this is wrong? 'Washes whiter' may no longer suffice!.
Just to finish, and going off at a bit of a tangent, The Times article also mentions some research conducted by the National Literacy Trust (normal doom and gloom merchants in this area). This found that despite typical teens living in homes with ever more gadgets, and exposed to ever more media, they were increasingly likely to spend time with their parents, be physically active and to pursue hobbies. Seems like a counter-trend that's worthy of some further investigation.
