Move Over Karen! Fifth Dimension Report Shows Oliver & Olivia Are The New Trend In Terrible Retail Experiences
Australian strategic research and consulting agency, Fifth Dimension, has released new research that shows ‘Karen’ customers deserve an apology.
“Our latest research shows that while ‘Karen’ customers earned a reputation for being uptight and demanding, they in fact have proved to be one of the more loyal customer groups – less likely to switch brands as long as they received the service and support they expected,” Fifth Dimension CEO, Lyndall Spooner said.
The research undertaken by Fifth Dimension during the first quarter of 2022 profiled consumer psychology and how that impacts brand choice and expectations of customer service. The results have identified the emergence of a new type of consumer called the ‘Influenced’ – or in 2022 name terms, ‘Olivia and Oliver’ customers.
Founded by Lyndall Spooner, a highly acclaimed expert in the field of strategy, research and customer experience (CX) with over 25 years of experience, Fifth Dimension Consulting is a respected and globally focused industry-leading strategic research and consulting agency that has amassed a distinguished portfolio of well-known clients including: Westpac, Coles, HCF, Telstra, Foxtel, Colgate and the Commonwealth Bank.
“The O twins have grown up with a mobile device in their hand, communicate more by text than voice, rarely touch cash and have the broadest social networks that often include people they have never met and live overseas,” Spooner said.
“Olivia and Oliver don’t take the time or make the effort to fully research brands or products. They make decisions based on what comes up in their feed or what their favourite influencers are sprouting, and which ever brand can provide the easiest and fastest online buying process possible.
“Olivia and Oliver are also more likely to churn because they buy without a lot of commitment to brands. Often, when the product or service arrives, they find it isn’t what they really needed or wanted or they experience more problems as they don’t understand what they have bought. They will often switch or don’t come back because something else has grabbed their attention or been recommended to them. This happens because there is no strong brand relationship to break. It takes more time and money to get and maintain their attention, potentially making them less profitable as a consumer type.”
According to Spooner, Karen customers have been very misunderstood and it is time to apologise to everyone with the name Karen.
“I think you deserve a huge apology. Your name has been irrevocably tarnished with a social stigma that won’t wash off,” Spooner said.
“The reality is we need Karen customers more than ever before. What we know about Karen customers is that aside from wearing white pants and having a penchant for pineapple mojitos, they make the effort to research their needs, look at brand options and understand their offerings.
“Once Karen customers make a purchase decision, they are usually happy with the purchase provided the brand delivers on its promise to provide the service or product as offered. Karen customers are less likely to churn through products and brands, which means they are usually loyal customers.”
Strategic consultancy Fifth Dimension developed an algorithm to identify Karens. It turns out just over one in four adults (27 percent), are a ‘Karen’. And while Karens do skew to women (60 percent) there are plenty of male Karens (40 percent).
“Should we call them Kevin? Ken? Kieran? Keith? What name do we want to ruin?” Spooner added.
“How do you identify a Karen or a Kevin? Psychologically they are a combination of having a pessimistic mindset and demonstrate strong conscientious behaviours. They are driven by anxiety and a need for control. It’s hard work and no fun to be a Karen or a Kevin.
“Society has been breeding Karens and Kevins for decades. Increasing levels of pessimism, best symbolised by increased anxiety and depression, have seen each new generation less hopeful of their future than the previous.
“The number of Karens and Kevins significantly increased over the past three generations. From 20 percent amongst the Silent Generation/ Baby Boomers to 30 percent amongst Gen Z /Millennials. The greatest growth was from Baby boomers (20 percent) to Generation X (28 percent).
“But as our research shows, the age of the Karen and Kevin is coming to an end and we are now seeing the rise of the Influenced or the twins, Olivia and Oliver, as we are calling them. In stark contrast, Olivia and Oliver lack the confidence of a Karen to demand they get their own way, and instead are more open to influence and manipulation.
“There are now as many Olivia and Olivers as there were Karens two generations ago. Olivia and Oliver represent one in four GenZ/ Millennials (25 percent) and continues to rise. Still pessimistic but willing to give up the need for control, the O twins outsource their decision-making, prefer to be guided by recommendations, and limit the amount of time and effort they put into their decisions. A fast and easy decision is highly valued. Online sites with the least amount of friction are ideal breeding grounds for the O twins.
“While Karen and Kevin were highly likely to make a complaint and to have less empathy for people serving them, they are more brand loyal than Olivia and Oliver.
“Put simply, Oliva and Oliver are Teflon customers, they have the highest churn rates as they move from one brand to the next, all driven by increased ease and convenience of digital interactions and intermediary services that do the work for them. Unwilling to put their own time and effort into their decisions they fail to engage with brands on the same level as past generations.
“You may not think it now, but one day you might miss not hearing the names Karen or Kevin anymore. Not just because of the often entertaining or shocking video that emerges of their behaviour, but the fact that as consumers they at least took the time to listen to what you had to say as a brand and to commit to the brands they chose.
“In comparison, the Influenced are more likely to experience buyer regret or service problems, try to return products and seek refunds – because they didn’t take the time or make the effort to get the purchase right in the first place. Or simply move on to another brand that just happens to grab their attention with a bit of bling. Greater service problems and higher churn simply means lower profitability, the O twins cost more to win and are worth less.
“So, who are they? Unlike Karens they don’t skew to women, they are more reflective of younger generations who have been building stronger relationships with technology and social networks than brands. They are exposed to more brands than any generation before but are also more likely to have their brand choices manipulated. They are harder to catch and harder to keep. They are no longer just your customers. Olivia and Oliver are a new breed.”
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.