On TV tonight: The last taboo in targeting?
Grayson Perry’s examination of British taste and class concludes tonight with…The Upper Classes
I don’t imagine C4 are expecting it to rival the football (and its programmes like this that 4OD was made for) but alongside 56 Up, this is turning into a vintage year for bold documentary television.
Whilst it’s no surprise that the subject of taste in 2012 makes for great subject matter, what is arresting is just what a brilliant guide and ‘host’ Grayson Perry is.
Perhaps it takes the openness and freedom of a Turner prizewinning transvestite potter who has obviously undergone such intense self-examination, to find and connect what is right in front of us, obvious only once it has been said.
It’s like watching the best qualitative researcher at the top of his game. Never judgemental but always insightful.
And in that spirit what if we were to take on the subject of class in how we target?
I was struck by how rarely a target brief single-mindedly defines its audience in terms of class or for that matter as part of a description. It’s clear that it still exists but we pretend that it doesn’t and as brands are built based on the ‘body language’ they display shouldn’t that body language reflect not only the demographic and psychographic of the audience but the class context in which that happens?
Is it patronising to describe an audience as working class or elitist to describe another as upper? In some circles, yes, but that doesn’t mean it isn’t true, and above all if we were to find ideas that are bold and truly connect we should recognise the really real when we see it.
How much clearer would our work become if we, like Perry, throw off the mainly middle class awkwardness that can surround the subject, break the targeting taboo and embrace the wonders of the tribal class we think are most likely to buy.