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  • Haribo consumption grew by 20% in 2011
  • Haribo consumption grew by 20% in 2011
    photography.andreas, Creative Commons (2010) ©
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Return to childhood

Adults are trying to regain something of their childhoods, but as ‘Innocent’ discourses become well-trodden, brands are seeking new ways to help them regress.

Location Global

Scope
Adults are trying to regain something of their childhoods, spurred on by a desire for certainty, creativity and an escape from responsibility. But as ‘Innocent’ discourses become well-trodden, brands are seeking new ways to help them regress.

The boundaries between different age groups are blurring, challenging the idea of what constitutes age-appropriate behaviour. There has been a 139% increase in the number of American 25 to 34 year-olds living at home since 1970, Ikea recently launched a man crèche, and the average social gamer is a middle-aged woman. [1] For many people, the need to ...

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