Mind the (age) gap
A ContentiQ report on how
archetypes evolve with time.

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Do you think a 20 year old is a maverick, an iconoclast, a rebel without a cause, only into fast mo-bikes, faster cars, girls and parties? A few may be, but for the majority you couldn’t be further away from the reality. When young, your personality is more heterogeneous; as you get older, your archetype settles and your behaviour becomes more predictable. Marketers, therefore, must adapt strategies for different age groups. For products targeted at younger segments, advertisers must tap into multiple archetypes and vary their cues as per their audience’s varying online preferences. However, for older segments, it’s best to target specific archetypes.

What are these archetypes? Based on Jungian philosophy, archetypes represent human characteristics that evoke deep emotions and are universal. These form the basis of our behavioural patterns deeply rooted in our unconscious and sub-conscious. ContentiQ, a proprietary tool by Zirca, provides insights on digital content consumption by archetypes. The ContentiQ Archetype Indicator Test classifies users by content consumption, which enables brands to map their personas to the archetypes.

Understanding archetypes helps gain personal insight into behaviours and motivations and allows for better brand interactions.
CiQ

In the digital world, most of us have more than one archetype at play in our personality construct. Normally, one archetype tends to dominate the personality in general and there are a few that come close defining the subconscious elements in response to unique triggers. Our ‘Mind the (age) gap’ is a study by Zirca Digital Solutions to validate the tool. Pertinent to note is that digital audience between 15 – 24 years of age tend to have more than one archetype and as you grow older, you are defined by fewer archetypes.

Digital audiences between 15 – 24 years of age tend to have more than one archetype. As they grow older, they are defined by fewer archetypes.

A realist can also be a go-getter and a maverick. However, the dominant persona will still be that of a realist. Which means the decisions will mostly be based on realistic aspiration, wants and desires. The realists are followed by Go-getters. So despite the hype of the impulsive young generation, our research proves that while there may be elements of a maverick in one persona, but most decisions will be based on the persona and habits of a realist or a go –getter.

Our research also proves that women mostly are conformists and realists. Righteous heroes is another archetype that includes a vast majority of the online population. Also interesting to note that many of the persons also wear a Thinker’s cap. Which means, impulsive, spur-of-the-moment decisions whether purchase or participate decisions are not a common trend. Indians tend to use their rationale more than emotion.

So it depends upon the kind of brands on what sense they want to appeal to – emotional, intuitive or rational. But remember India’s vast majority is likely to choose the rational over maverick. So choose and shape your content to trigger these archetypes in the persona of your target audience.

For products targeted at younger segments, advertisers must tap into multiple archetypes and vary their cues as per their audience’s varying online preferences. However, for older segments, it’s best to target specific archetypes.
CiQ

The archetype indicator test is crucial for brands to target more effectively. It gives them a better understanding of their audience’s demographic distribution and helps improve marketing by adapting advertising strategies based on psychographic and demographic variables. Attached are key insights of the eight archetypes of today’s digital audience.