The Kidult Consumer
No, that wasn’t a typo. Kidult is really a thing. And, when it comes to marketing to adult consumers, it’s an important one.
The key? Use nostalgia to tap into concepts and positive memories from childhood. By creating messaging targeting the kidult consumer, you will in fact appeal to multiple generations.
That’s exactly what McDonald’s did when it introduced adult Happy Meals last winter. And last March, more than 50 global luxury brands released more than 500 collaborative anime pieces designed to appeal to the kidult consumer.
Psychologists call this a reminiscence bump and it is most noted in adults over 40, reports Sage Publishing.
Tip: “By creating messaging targeting the kidult consumer, you will appeal to multiple generations.”
Free-Time Fun
According to brandthechange.com, “Kidults represent a significant and growing consumer segment.” They’re adults with “a childlike spirit,” reports elpais.com. “They have a complete professional life and are by no means adults trapped in childhood. They simply want to have fun in their free time.”
Consumer Strategies
Here, according to brandthechange.com, is how to attract the kidult consumer, also known as adultescents.
• Emotion. “Nostalgia is a powerful emotion that can create a strong bond between consumers and brands. By tapping into childhood memories, companies can elicit positive emotions and a sense of familiarity, leading to increased brand loyalty.”
The reminiscence bump is most noted in adults over 40.
• Engagement. “Kidults are likely to remain loyal customers, as their emotional connection with brands extends beyond fleeting trends. Building a kidult customer base can result in sustained business growth over time.”
• Marketing. “Kidults are passionate about sharing their love for nostalgic products and experiences with their peers. Positive word-of-mouth promotions can significantly enhance brand visibility and attract new customers.”
Will this love of nostalgia continue? “As we move forward,” concludes brandthechange.com, “marketers can expect kidult-focused strategies to play an increasingly vital role in capturing the hearts and wallets of consumers across generations.”
One way to draw in kidults is with creative window and in-store displays that include Legos and even Barbies. Have you added a touch of nostalgic fun into your internal or external marketing? If so, tell us about it and share in the conversation on Facebook here.
Erinn Morgan
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