The masses don’t like the masses – why should marketing campaigns appeal to introverts?

I recently found out I was cool and informed another that he was cool too. It was difficult for him to accept that fact, but in the end he had to come to terms with the fact that we are now mainstream. We have become part of the dominant mass because we are introverted.

It all started from YouTube videa (Like everything else with me, except for “research” on vaccines, I haven’t come that far yet) where I learned that 61.2% of people who did the MBTI personality test now identify as introverts, while extroverts are in the minority. This does not mean that the real situation is exactly like that (nor do I believe in a rough division into introverts and extroverts as two extremes), but it says something about trends. Previous data from about 15 years ago showed the opposite situation.

My theory is that it was from that period that introverts became cool. They are dominant in pop culture and their dominance is only growing. It seems to me that it all started with House, when people began to identify en masse with this type of lone cynic who tells people the truth face to face without a filter. The most present character of a cynic is eventually replaced by the character of a sympathetic weirdo, someone who is slightly distorted in relation to reality, but who is mostly warm, kind and understands people, if he has the opportunity to talk to them in an introverted manner – 1 on 1. As an example of this type the character that first comes to mind is Otis from the Sex education series.

In order not to guess and gossip based on one video with inaccurate statistics and my life insights, I approached the treasury of all knowledge – Google – and compared searches for terms introvert i extrovert, guided by simple logic according to which what is googled is also popular. The trend I thought I recognized is evident on the chart proving I was right again. I give an example that refers to the whole world, but you can do the same for Serbia. We are a little late (as usual), but the same regularity occurs. At some point, the triumph of the introvert becomes apparent.

An important factor influencing the rise in popularity of introverts does not only come from TV, it seems to me that the root is in the development of the popularity of social networks, initially YouTube. When you set young people who sit in a room and talk to the camera as role models, and they experience mass popularity by talking about how they like to sit in the room and talk to the camera, you create a new model of what is acceptable.

The explosion of intimacy mimes is obvious on all social networks today. People think that they are special because they are introverted, and by creating and sharing such content, they confirm that they see the world differently from the “majority”. The numbers that Frank James refers to in the above-mentioned video, but also the trends in Google search, speak differently. We now rule the world, and it started long before the pandemic.

Another misconception should be removed – people with introverted tendencies do not avoid all people, they choose smaller groups in which they feel comfortable. In these famous groups, they can show their true personality and relax.

And why is all this important for marketing?

Because we need to know that the target group, which consists of people who spend all their time at parties, enjoy adventures, extremes, a large crowd and never stop, generally does not exist. It has always been more of a marketing fantasy, but people used to want to believe in it. Trends say that is no longer the case.

The people we are addressing, I could especially bet that this is the case with the younger ones who grew up with the mentioned role models, sitting in front of the computer, bleating with their team, laughing at their strangeness and separation from the world because they think it makes them unique. Maybe they are learning to program or freelance because with these introverted activities, they can earn the money they want.

We need to be aware of who we are talking to and what fantasy we are selling. The time of the desire to convert and drown in the masses has passed – the individual should be in the foreground, with his virtues and flaws. An individual to whom we tell him to relax and be what he is, because he will find a company that is small, but chosen, that will love him just like that. The global discourse is such that more and more space is being given to those who are not loud enough and this trend is (extremely) slowly spreading to us as well. The reason for that is simple – now we, introverts, are the majority and we choose to hear each other through formats that suit our needs.

Author: Natalija Jovanović, Senior Content Manager, FCB Affirms

Source: PORTAL by

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