Float like a butterfly, age like a bee


Our strategists fight in favour of psychographic data.

 The year is 1974. Boxing’s most legendary figures are clashing in an epic showdown. Muhammad Ali, 32 years old and deemed ‘past his prime’, stands face-to-face with George Foreman, the unbeatable reigning heavyweight champion who possesses the advantage of youth, being just 25.

In the electrifying build-up to the fight known as the “Rumble in the Jungle,” Ali utters a phrase that would resonate throughout time: “Age is whatever you think it is.”

It was an idea – a mindset – that emphasised his unwavering belief that experience, skill, and indomitable spirit can win out over any physical advantage. That “you are as old as you think you are.”

As the world watched, Ali executed a masterful strategy known as the “rope-a-dope.” Against the ropes, he absorbed blow after punishing blow, round after round, allowing Foreman to exhaust himself. Ali’s plan was to test the limits of his opponent’s stamina, waiting for the perfect moment to strike.

And he found one – a devastating blow that sent Foreman crashing to the canvas.

While the Rumble is a story about determination, defying expectations and the human spirit, it also highlights a tension between societal age-related judgements and individuals who refuse to let those judgements hold them back…

There is a battle for personal freedom and self-expression that comes when the societal pressures to act a certain age clash with how you see age in yourself (see fig 1).

And this tension is mirrored in the consumer relationship (see fig 2). Audiences crave authentic connection beyond age-related stereotypes, but brands tend to rely on demographics and predefined labels when they speak to them.

By bucketing our audiences based purely on the year they were born – pitting Alis against Foremans – we miss the opportunity to connect with audiences who don’t see themselves as fitting into a box – but are still interested in your brand’s offering.

We’re going with option two…