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Car story November 6, 2016

Posted by WorldbyStorm in Uncategorized.
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A very intriguing podcast from NPR’s Planet Money on how Subaru pitched towards the lgbt community in their advertising in the 1990s and at a time when this was neither profitable nor popular.

In the early nineties, Subaru was in trouble. The cars were fine. They ran well enough. But sales had been slumping for years. Subaru was up against giants like Toyota and Nissan. And it was losing. It needed a way to stand out.

Subaru hired a new ad agency, to figure out who was buying their cars. The ad firm went out to Northampton, Massachusetts—a hotspot for Subaru sales, according to their research. A group of Subaru owners filed into a little room in a shopping mall to answer a few questions, and the researchers noticed something right away. All of them were women and many identified as lesbian.

One can dismiss this as simply corporate appropriation, and in a way it was. But it’s not a simple one way process as a listen to the podcast will underline.

Comments»

1. sonofstan - November 6, 2016

Conversely, I was surveyed by Cross Country rail here recently and the options for age bracket were; student, family, retired. Unpick the assumptions there!

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WorldbyStorm - November 6, 2016

That was it? Sheesh.

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sonofstan - November 6, 2016

Goes with the inability of any politician, left or right, to say ‘people’ anymore, when the option of ‘hard-working families’ is there.

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