Marketers love categories. Sociographic clusters. Postcode targeting. It seems there is no social construct so complex we cannot reduce it to a catchy acronym. We’ve had DINKs and GROLIs, SITCOMs and TIGERs. And now, meet the MAMILs.
These are the Middle Aged Men In Lycra. The new face of mid-life crisis, we’re told their life of spokes and spandex is incomplete without a ‘spiritual journey to the mountains’.
All very amusing indeed, but it is at least a more helpful audience profile than ‘ABC1’. 25,955,592 people whose single common trait is that they are “non-manual”. I know just what they want.
If we are going to be this reductive about audiences, I’d like to suggest just two.
Those inside the London advertising bubble. And those outside of it. Now that’s knowing your audience.
*Dual Income No Kids; Guardian Reader Of Limited Intelligence; Single Income Two Children Oppressive Mortgage; Tired of Incredible Generalisations and Execrable Research
But not together