for what it’s worth

stories and stimulus from a consumer insight consultant

FISHING- THE NEW COOL?!

I have been wondering what activity could possibly grab the nation next- from boot camp fitness and ‘Muddy Buddy’ races to parkour and bouldering, everyone seems to be going crazy for adrenaline- chasing, ultra-endurance fitness, so I was pleasantly surprised to find myself noticing an increase in attention towards something far less strenuous- fishing- especially for women!

CNN reported on the Fishin’ Chix, ‘an elite club of Pensacola women who took to the seas after Hurricane Ivan tore through their upscale neighborhood almost two years ago’, whose founder has ‘launched her own plan to expose more women to what she calls “Armani-style fishing” ‘, whilst over on this side of the pond Nutri-Grain is advertising it’s oat bars with two twentysomething women out on a fishing trip.

Clearly they think that their target customer who eats her breakfast on the go escapes to the countryside on the weekends, which although probably not very accurate has a definite element of truth- there is a growing environmental guilt from city living and a desire to get back to nature, so maybe fishing is the answer to fill the void in our consumer-driven lives??!

  • CNN article
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