The classic PEST model is often adapted to include new aspects of the marketing environment such as Environmental or Demographic not separated out in the old theory.
Here’s a nice example of a German company spotting a demographic or social trend and using it to arouse interest. It’s from a series of posters describing what people would do with their winnings if they scoop the lottery jackpot.
There is indeed a problem in modern Europe with the younger generation staying at home. The BBC talks about “one in four” parents with adult kids still at home. Even the German wikipedia has an article on “Hotel Mama“. It makes me wonder how this affects many marketing issues – buying behaviour, product formats, etc. Is the next generation of consumers even going to be able to make product decisions?
In any event, on a totally unrelated issue – if you know anything about media planning you’ll know that poster campaigns have to be carefully coordinated, often in waves, to hit people in the right place at the right time to maximise the “opportunities to see” (OTS). To do this, the people that paste up posters are given media schedules. Each poster has a name or code for quick recognition.
The name given to this particular poster? Well, it is in Swabia…