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 head of brand strategy and creative at Bonehook in Portland, Oregon.