What's next?
They may have the latest
phones, trendiest clothes, new relationships, brand new cars; but Gen Y still
can't stop thinking about The Next New Thing.
Anmol Khanna, 21, student of maths
at Delhi University, has just got a Samsung 6 Edge two weeks ago. But he's
already dreaming of his next phone. He has upgraded his iPad, but already
wondering what features would be added on the next version, and when he could
get his hands on it. “All my friends are doing the same, and our parents too
are thinking about the next car or the next holiday. Nobody wants to appear
uncool or be left out,“ says Khanna.
A research has found that 60 per
cent of the cases the average mind is thinking about the newly-announced ipad,
even if the latest model is with us. Vishal Gondal, CEO GOQii, a fitness
technology venture, says this feeling of impatience is not just restricted to
youngsters but affects every age. “To possess the next new thing, to know about
the next new idea, to be a part of the Next New Craze is the new `cool'. We are
all hyper-connected to the world through social media and have the latest
update about every technology within seconds of their release. Everything is
accessible. We are obsessed, driven by our impatience, and have a constant fear
of missing out on the Next New Thing.“
In their book, How Cool Brands Stay
Hot: Branding to Generation Y, writers Joeri Van den Bergh and Mattias Behrer
explain, “Just like the Industrial Revolution changed lifestyle and culture by
the end of the 19th century, the omnipresent connectivity and digital
advancement has reshaped the social DNA fabric of our current and future
generations.“
The only difference is that in the
past there was a considerable time span between one big idea and the next one
to arrive. For example, when computers replaced typewriters and notebooks at
the workplace, the change was tough, but we had enough time to wrap our heads
around it. We could adapt slowly to them because the anticipation or the
build-up to the Next Big Thing happened over a few years, and gave us time to
think and ponder about that One Big Change.
CHANGE, MORE CHANGE
These days, change takes place on an
everyday basis. See how fast cellphones changed in our hands in the last
decade.From a huge handset, which only a few could afford, the mobile phone
industry became democratised in a couple of years.No sooner had everyone gotten
used to qwerty, came the touch phone. And now, your phone can be unlocked with
voice commands, and the near future will see your iris unlock your phone. The
rise of social media and apps in the last few years has permanently changed the
social and psychological fabric of this generation.The central philosophy has
shifted from `enough' to `insatiable'.
Vineet Bajpai, Group CEO, TBWA
India, explains: “Most of these young men and women were born into middleclass
families of pre-liberalised late-80s.They have witnessed the financial struggle
of their parents in their growingup years, and also witnessed the booming
Indian economy. They truly belong to the cross-over generation that saw the
`oneTV-in-the-house' way of life transform into the `TV-in-every-room'
lifestyle. For them, acquiring the next thing is not only about utility of the
product or its associated status value; it is an expression of their freedom
from the shackles of their middle-class legacy.“
Technology expert Rajiv Makhani
describes how the scenario has changed for people brought up in the last two
decades. He says, “This obsession with constant movement of wanting the next
big thing in material possession, an addiction to new experiences and the rabid
desire to make sure that we are present for the Next Big Event, is fuelled by
the technology Gen Y has grown up with. “This is the `click' generation where
there is no such thing as long reads. Every website, every sentence, every
picture, every video is just a bridge to click the next one. Every app is
gratification just for a few seconds. Boredom is instant and the next need must
be fulfilled right now!“ Don't like the price of a stiletto on an online
shopping site, move to the next. Checked out the brunch menu in the posh
suburban restaurant that everyone's talking about? Let's meet next at the
latest dig in town, that serves the most exotic cocktails with fingerfood.
Bored with Facebook chats? Switch to Twitter. No interesting pictures on
Instagram? Check Pinterest.
RISE OF THE NEOPHILIACS
English journalist and author
Christopher Booker has coined a term that describes this phenomenon the best
Neophilia. In his book The Neophiliacs: A Study of the Revolution in English
Life in the Fifties and Sixties (1969), he wrote of people who are perpetual
noveltyseekers. If you are always tempted to upgrade your mobile, laptop or any
other material possession when the new version comes out, you are a neophiliac.
For neophiliacs, looking for the
newest model of a gadget, a novel idea or experience is addictive. The book
also explains that the high of possessing the latest thing fades away soon, as
these people are easily bored, and start seeking the next novelty in no time.
Bajpai says he sees this happening in front of him every day. “A young software
engineer or an art designer would buy an iPhone 5, and three months later, I
see an iPhone 6 in her hands. She has, perhaps, spent half her salary on this
upgrade. But I guess this is what drives this generation.“
THE DANGERS
As a manufacturer or an advertiser,
it's a dream to live in a neophiliac's world. But as a consumer, it can be a
source of misery. The journal Psychological Science says it is the anticipation
of spending money on an experience that gives more happiness to people than the
actual purchase. Adman Shivjeet Kullar says the Next New Thing is in some ways
a contradictory phenomenon. “If you ask someone what they really want, most say
`mental peace'. But in the next breath, they hanker for a new experience or a
new kick.“
According to Dr Thomas Gilovich, a
psychology professor at Cornell University, we buy things to make us happy, and
we succeed, but only for a while. “Rather than buying the latest iPhone, spend
money on experiences like going to art exhibits, doing outdoor activities,
learning a new skill, or travelling.“
|
Nona Walia
|
TL5JUL15
No comments:
Post a Comment