Friday, July 24, 2015

TREND SPECIAL .................... What's next?

What's next?


They may have the latest phones, trendiest clothes, new relationships, brand new cars; but Gen Y still can't stop thinking about The Next New Thing.


Anmol Khanna, 21, student of maths at Delhi University, has just got a Samsung 6 Edge two weeks ago. But he's already dreaming of his next phone. He has upgraded his iPad, but already wondering what features would be added on the next version, and when he could get his hands on it. “All my friends are doing the same, and our parents too are thinking about the next car or the next holiday. Nobody wants to appear uncool or be left out,“ says Khanna.
A research has found that 60 per cent of the cases the average mind is thinking about the newly-announced ipad, even if the latest model is with us. Vishal Gondal, CEO GOQii, a fitness technology venture, says this feeling of impatience is not just restricted to youngsters but affects every age. “To possess the next new thing, to know about the next new idea, to be a part of the Next New Craze is the new `cool'. We are all hyper-connected to the world through social media and have the latest update about every technology within seconds of their release. Everything is accessible. We are obsessed, driven by our impatience, and have a constant fear of missing out on the Next New Thing.“
In their book, How Cool Brands Stay Hot: Branding to Generation Y, writers Joeri Van den Bergh and Mattias Behrer explain, “Just like the Industrial Revolution changed lifestyle and culture by the end of the 19th century, the omnipresent connectivity and digital advancement has reshaped the social DNA fabric of our current and future generations.“
The only difference is that in the past there was a considerable time span between one big idea and the next one to arrive. For example, when computers replaced typewriters and notebooks at the workplace, the change was tough, but we had enough time to wrap our heads around it. We could adapt slowly to them because the anticipation or the build-up to the Next Big Thing happened over a few years, and gave us time to think and ponder about that One Big Change.

CHANGE, MORE CHANGE
These days, change takes place on an everyday basis. See how fast cellphones changed in our hands in the last decade.From a huge handset, which only a few could afford, the mobile phone industry became democratised in a couple of years.No sooner had everyone gotten used to qwerty, came the touch phone. And now, your phone can be unlocked with voice commands, and the near future will see your iris unlock your phone. The rise of social media and apps in the last few years has permanently changed the social and psychological fabric of this generation.The central philosophy has shifted from `enough' to `insatiable'.
Vineet Bajpai, Group CEO, TBWA India, explains: “Most of these young men and women were born into middleclass families of pre-liberalised late-80s.They have witnessed the financial struggle of their parents in their growingup years, and also witnessed the booming Indian economy. They truly belong to the cross-over generation that saw the `oneTV-in-the-house' way of life transform into the `TV-in-every-room' lifestyle. For them, acquiring the next thing is not only about utility of the product or its associated status value; it is an expression of their freedom from the shackles of their middle-class legacy.“
Technology expert Rajiv Makhani describes how the scenario has changed for people brought up in the last two decades. He says, “This obsession with constant movement ­ of wanting the next big thing in material possession, an addiction to new experiences and the rabid desire to make sure that we are present for the Next Big Event, is fuelled by the technology Gen Y has grown up with. “This is the `click' generation where there is no such thing as long reads. Every website, every sentence, every picture, every video is just a bridge to click the next one. Every app is gratification just for a few seconds. Boredom is instant and the next need must be fulfilled right now!“ Don't like the price of a stiletto on an online shopping site, move to the next. Checked out the brunch menu in the posh suburban restaurant that everyone's talking about? Let's meet next at the latest dig in town, that serves the most exotic cocktails with fingerfood. Bored with Facebook chats? Switch to Twitter. No interesting pictures on Instagram? Check Pinterest.

RISE OF THE NEOPHILIACS
English journalist and author Christopher Booker has coined a term that describes this phenomenon the best ­ Neophilia. In his book The Neophiliacs: A Study of the Revolution in English Life in the Fifties and Sixties (1969), he wrote of people who are perpetual noveltyseekers. If you are always tempted to upgrade your mobile, laptop or any other material possession when the new version comes out, you are a neophiliac.
For neophiliacs, looking for the newest model of a gadget, a novel idea or experience is addictive. The book also explains that the high of possessing the latest thing fades away soon, as these people are easily bored, and start seeking the next novelty in no time. Bajpai says he sees this happening in front of him every day. “A young software engineer or an art designer would buy an iPhone 5, and three months later, I see an iPhone 6 in her hands. She has, perhaps, spent half her salary on this upgrade. But I guess this is what drives this generation.“

THE DANGERS
As a manufacturer or an advertiser, it's a dream to live in a neophiliac's world. But as a consumer, it can be a source of misery. The journal Psychological Science says it is the anticipation of spending money on an experience that gives more happiness to people than the actual purchase. Adman Shivjeet Kullar says the Next New Thing is in some ways a contradictory phenomenon. “If you ask someone what they really want, most say `mental peace'. But in the next breath, they hanker for a new experience or a new kick.“
According to Dr Thomas Gilovich, a psychology professor at Cornell University, we buy things to make us happy, and we succeed, but only for a while. “Rather than buying the latest iPhone, spend money on experiences like going to art exhibits, doing outdoor activities, learning a new skill, or travelling.“
Nona Walia

 TL5JUL15

No comments: