Marketing is all about standing out and being different. Yet new research shows that we marketers are remarkably similar to each other. Is our sameness a strength or weakness? Let’s take a moment to pause and reflect.
- The research in question comes from BBH Labs. Its goal was to challenge our tendency to segment by generation.
- To do this, researchers created what they call the Group Cohesion Score. Using a UK dataset from TGI, they measured the size of the average majority viewpoint across 400+ lifestyle statements. The result is a yardstick that can determine how likeminded various groups actually are.
- The results are fascinating. First: it turns out that cohesion across generational groups is minimal.
- Things got even more interesting when they compared various professions. Turns out that marketing is—by far—the most cohesive profession.