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Twentysomething^™
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Where It's At: Cool and Where to Find It

By David A. Morrison
TWENTYSOMETHING^™ Inc.

Dear Editor:

Your recent article (May 20th issue) which states that "cool" is driven by those with the fattest wallets does a grave injustice to your reading audience. Having specialized exclusively in young adult consulting and research since 1991, I must add my "two cents" to help your subscribers more fully understand the nature and multi-level complexities of "cool".

First, "cool" is a relative term. With the incredible diversity that defines today's young adults, what is cool to one market segment (defined by age/geographic location/lifestyle/gender/mindset/relationship to category/ et al.) may be completely uncool to another. Cool, in most instances, is highly relative and undeniably organic.

Second, our extensive experience in young adult consulting and research for over 40 Fortune 500 companies has repeatedly demonstrated that an "Early Adopter" in one category is likely to be a laggard in several others. A single individual cannot be "cool" in everything that he/she touches. The modern marketing myth of "Midas Cool", for lack of a better word, is exactly that -- a myth.

Third, the concluding quote ("Ultimately, the future of cool belongs to whoever has the most buying power") only refers to trickle-down dynamics where those with high discretionary spending can afford cutting-edge products and services. This is particularly prevalent within the hi-tech, automotive, and premium fashion categories that are typically high-cost/high-involvement. However, the entire trickle-up dynamic of cool flowing from "the street" cannot, and should not, be so summarily dismissed. Ripped jeans & vintage clothing (fashion cool) and hot-rodded, used Honda Civics (auto cool) define the very essence of cool springing forward from those who lack "the most buying power", yet yearn to take ownership of cool -- and, in doing so, play a critical role in definining future cool for the masses. The hit movie "The Fast and the Furious" has many young teens yearning for supercharged imports rather than brand new, prestige brand vehicles.

Some food for thought for astute marketing professionals: when it comes to cool, it's easy to "talk the talk", but exceptionally difficult to "walk the walk".

                                                                                    © 2002 TWENTYSOMETHING^™ INC.