From Yuppies to Yubbies-HK experience
Posted: Fri Aug 14, 2009 6:53 amHi all~
1. For sure there are Yubbies, Yuppies and Middle Youth-ers in where I live. Hong Kong is a small city but many social labels can be found. The popular one would be Kidult, i.e. Kid+Adult, to refer to those adults who are still kids inside. Those young people who work in the central business district in this city may name themselves BoBos (Bourgeois Bohemian). These new upper class people live in HK are really Bobos in Paradise. And I'm sure you must have heard of LOHAS (Lifestyles of Health And Sustainability). But this social label is being used to promote a condominium project here. It's strange, isn't it?
But I do think that more and more social labels are created as a marketing tool rather than a sociological finding. The labels are invented so as to let the potential customers to identify themselves with the products or services promoted, and thus to encourage them to spend more. So not only brand name labels sell, but also social labels!
2. It's my turn to invent some social groups!
SPTC – Those who live outside the city centre to get away from the pollution and high rent (perhaps), but take train, bus, or ferry to go to work in the city centre.
PTSW- Those who have a job but go to school after work in order to gain more knowledge.
1. For sure there are Yubbies, Yuppies and Middle Youth-ers in where I live. Hong Kong is a small city but many social labels can be found. The popular one would be Kidult, i.e. Kid+Adult, to refer to those adults who are still kids inside. Those young people who work in the central business district in this city may name themselves BoBos (Bourgeois Bohemian). These new upper class people live in HK are really Bobos in Paradise. And I'm sure you must have heard of LOHAS (Lifestyles of Health And Sustainability). But this social label is being used to promote a condominium project here. It's strange, isn't it?
But I do think that more and more social labels are created as a marketing tool rather than a sociological finding. The labels are invented so as to let the potential customers to identify themselves with the products or services promoted, and thus to encourage them to spend more. So not only brand name labels sell, but also social labels!
2. It's my turn to invent some social groups!
SPTC – Those who live outside the city centre to get away from the pollution and high rent (perhaps), but take train, bus, or ferry to go to work in the city centre.
PTSW- Those who have a job but go to school after work in order to gain more knowledge.