Tuesday, December 23, 2008

Living Large

I saw this "Living Large" graphic recently in a magazine (Better Homes & Garden? House Beautiful? Don't remember.) I was struck by how much has changed during my time on the planet - and I'm not talking about the Cold War, global warming, or Richard Simmons either.

Very little has gotten smaller - including ourselves. In 1950, most women wore a size 12; most American women now sport size 16s. (The real question is: why do manufacturers persist in making so many more clothes for skinny chicks if most American women are plus-size?)

After all these years of upsizing, one trend to watch is downsizing. Not just in terms of baby boomers dealing with empty nests, but the reduction of everything we've been overdoing for the past several decades. It will be interesting to do a comparison 50 years from now to see if plate and home sizes have retracted. If our bodies continue to grow, wouldn't you bet that acre-sized bath towels will be all the rage?

Use this posting as a reminder that your marketing and your messaging need to evolve as the world changes. What was right yesterday might not be right for today. As an example, after September 11, the world - and every conceivable product - was adorned in American flags. Now red, white, and blue comes off very gray - especially here in Washington. People aren't less patriotic; they just don't wear the Grand Ole Flag on everything they own anymore. It's a good thing. Let's let the flag wear the flag.

Speaking of living large, I wish you larger-than-life holidays, ones you will remember (in a good way!) forever. Merry whatever! Enjoy.

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