Anthropology Is The New Selling Science

According to Ad Age, BBDO just spent nine months studying 5,000 people in 26 countries. The result of which is “The Ritual Masters,” a report that details shared habits in an attempt to work them to a marketer’s advantage.
Here’s some of the data:

  • Americans are also among the cleanest people in the world: 90% brush their teeth, compared with a global average of 82%, and 86% take a bath or shower, compared with an average of 74% (although Mexicans are the cleanest, at 92%)
  • Italians, French and Spanish do not eat at work or in the car, but the car has become a dining venue for Saudis (12%), Chinese (10%) and Americans (10%).
  • Most people wait for the weekend to have sex, with 31% opting for Saturday, 10% on Friday and 9% on Sunday. Only 1% of people have sex on Monday, Tuesday or Wednesday.
  • TV is a crucial part of the evening ritual for 66% of people around the world.

I’m sure you, like BBDO and its clients, can detect the abundant opportunities herein. How about a magic toothbrush with a small screen TV that also dispenses on-the-go meals? Could be big in Tennessee.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.