Seven A's Around Aging by livymonts

SEVEN A’S AROUND AGING

Fig 1: Dimepiece Campaign Featuring Baddie Winkle (2015)

‘Forget everything you thought about being old, or age, even. In the society of the future, age isn’t just a number – its flat.’ Future Laboratory: LSN, 2014.’

We are becoming a new world older, where gender, age and nationality are becoming fluid (Szymanska, 2015); we are no longer segregated by our demographic, but shifting to psychographics. Being targeted for our mind-set rather than age or a number. This may be the vision of trend agencies such as LSN global, but is it socially apparent or just a contrivance created by industry experts whose importance lies in creating the latest trend leading terminology?

AN AGE OLD QUESTION

Fig 2: Iris Apfel (2007)

Fig 3: Bet it would be hard to have a bad day if you were holding hands with these two (2010)

ATTITUDE

As humans, stereotypes of age are embedded into us; they aren’t something we can just ignore. ‘The struggle to hold onto our youth is presenting us with challenges’ (Mellor & Rehr, 2005). It is this struggle and loss of control that scares the older demographic and is consequently the reason for their habits of buying into brands and luxury items, to make themselves feel good (Mayer, 2012), as ‘new things arouse our curiosity’ (Graves, 2013, p76). However, as Hummert observes ‘research on age attitudes have consistently found that negative attitudes toward older persons predominate over positive attitudes’ (2011). This is something that has definitely been addressed for the current ‘over fifties’ consumer who ‘[are] not aging in that traditional way’ (Van Gilder Cooke, 2014). It is not to say that this notion has evaporated completely and is ‘flat’ but certainly that brands are evolving their lexicon in advertising to something the older generation can connect with.

THE AGE OF AGELESSNESS

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Fig 5: Own Manipulation (2015) From: Mintel, (2015)

Fig 4: Sunglasses (2012)

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As Catherine Mayer, European editor of Time magazine argues, in the ‘age of agelessness’ (2012), both the over fifties demographic and Millenials can be targeted simultaneously; these consumers want excitement, ease of usage, intuitive design, and are comfortable with immersed technology in their everyday lives (Fig 5). Another professional reflecting this view is Sonia Van Gilder Cooke (features editor at the New Scientist Magazine), who states that the ‘flat agers’ ‘account for 45% of the total luxury spend worldwide’ and that 70% sign onto social media platforms daily (2014). Despite being established experts in their field, both of these interviews were undertaken and commissioned by LSN global, which without disregarding the total reliability of their research, is likely to be fabricated to enhance the validity of the ‘flat agers’ statement. Nonetheless, both reveal borderless brands that transcend age barriers. Apple and Mini’s success lies in their innovation and engagement with their target audience, ‘living the consumer life, rather than just asking about it’ (Raymond, 2003). There is an understanding that an older consumer needs to be shown certain settings to enhance their technological skills, whereas a younger person with an already wide breadth of knowledge around this area, is more intrigued by … (fig of apple staff helping customers). It is brands such as these, who are shaping the future market of the older consumer.

Fig 6: Lanvin Fall 2012 Campaign (2012)

Fig 8: Leading Ladies Campaign (2014)

Fig 10: Céline S/S 15 Campaign (2015)

Fig 7: Alexis Bittar S/S 15 Campaign (2015)

Fig 9: Jaeger Mothers and Daughters Campaign (2014)

ANOTHER MARKET

Along with age comes buying power, and ‘by 2050 there will be 2 billion of them [50+ consumers] worldwide’ (Cooke, 2014). As a reaction to both this and LSN globals new trend, fashion brands such as Lanvin (Fig 6), Marks and Spencer (Fig 8), Alexis Bittar, Cèline, Jaeger and & Other Stories have all tapped into this new marketing trend. Each creating a language that blurs the lines between where youth stops and ageing begins. Mary Beech , CMO of Kate Spade believes the future of this market is one that’s focused around ‘personal style and fearlessness… regardless of age’ (2015), and she is not alone in this thinking. Joanna McGarry expresses in Stylist Magazine that ‘we’re becoming older as a species but crucially our sense of style remains young’ (2014). The a boom of the ‘silver generation’ seen in advertising in 2015 is a clear indication that brands are taking note of this demographic shift and developing a new language and focal point in order to celebrate and target this sector. They are doing it in a way that is ‘accepting – even embracing - women of a certain age’ (Bazilian, 2015). In a notoriously youth obsessed world, there is a notion that fashion becomes less important with age. However, what is important is the celebration of individuality that is shaping the future of fashion marketing.

ANTI-AGING REVIVED

Fig 11: Humans of New York (2010)

The beauty sector has realised that there is a gap between their marketing which is aimed at the youth, and their consumer, of which a large percentage fall under the over fifties category. As Martin Raymond observes, ‘a brand loses its way when it loses touch with its consumer’ (2003). In correspondence to this Michelle Feeney (former CEO of PZ Cussons Beauty) rightly states ‘the beauty industry hasn’t really been paying attention’ (2014). It would appear that this new research from LSN has shifted their thinking, as now we are seeing sites such as ‘The Beauty +’ aimed at over fifties who are embracing their age. Words such as ‘anti-aging’ and ‘anti-wrinkle’ are dissolving from skincare labels such as Clinique’s, simply naming their new product ‘Smart Custom Serum’ (McGarry, 2014). As a knock on effect, this outlook on the older generation is influencing other sectors such as photography. Guy Merrill, Creative Director at Getty Images scrutinised stock images for the over fifties and noted, ‘you can’t be what you can’t see’ (2014). He feels we need to move away from the typical stereotype of the over fifties image doing gentle activities, retired or in an old peoples home. This generation are looking well into the future after the age of fifty and they have no intention of slowing down.

AN INITIAL ANSWER

Fig 12: Karen Walker X Advanced Style (2013)

While the observation of ‘flat agers’ holds relevance in terms of trend, and has definitely punctured a hole in traditional notions of youth and age in fashion and beauty. It is merely a marketing sector, not a social statement. There is no way you can compare someone who is fifty to someone who is ninety, as psychologically they are vastly different. However, as my research has prevailed, ‘we neither grow up as we used to, nor grow old as we used to’ (Mayer, 2012) and a generation who, historically have always idolised the young, are now switching their attitudes to be more inclusive of an older demographic. One, which holds much more power and presence as a consumer, but until now has been overlooked by marketing.

Fig 13: Old is the new black (2015)

A DIFFERENT RESEARCH METHOD

Despite gathering a deeper understanding of this topic from secondary research, in order to enhance knowledge further and validate my claims, I will need to carry out primary research. My first point of contact is LSN Global to discover the history relating to this subject and their reasoning for stating this in the first place, as well as distinguishing its validity in current society. Initiating this contact through Linked-In (email), then further taking it onto a skype interview. Most importantly I will need to uncover whether this is merely the thoughts of trend agencies, or whether other brands such as those mentioned in the body of my report, believe this statement to be true. Whether LSN global’s research was the catalyst for their change in direction with advertising, or whether other factors were involved. Contacting their head of marketing/ market research is where I feel will benefit my analysis most. The second is by going into an old peoples home, or community centre and ask them to associate certain items to certain age ranges, then ask which they prefer the most. Such as perfume, clothing items, hats, glasses, makeup, nail

varnish, ranging to places to eat, drink, advertising campaigns, leisure activities and brands. This should give a clear insight into whether advertising is successfully targeting the consumers buying their products, or overlooking the gap in the ‘flat agers’ market which they could utilise. From both of these I believe it will be clear that current perceptions of the older generation aren’t the same of as those of the consumers themselves, but equally, the views of those aged 50-65 are different to those aged 70-90. Finally, in a part of my primary research I would identify five different types of flat agers consumers to see how the trend impacts on them and their buying habits differently. There are 2 ways I will do this, one is by going into local country pubs to engage with different aged men to discuss their views on brands, advertising and lifestyle. The other is to hold a focus group with women aged 50-65 to discuss the same topics, as well as shadowing one of the women for a day to reinforce my idea of their needs in the beauty sector, augmenting the reality of their needs against their day to day lives.

REFERENCES

BIBLIOGRAPHY PREDICTABLE

Bate, M. (2014) The Real Picture: The Changing Image of the Boomers [online] available from <https://www.lsnglobal.com/seed/ article/16847/the-real-picture-the-changing-image-of-the-boomers> [13 October 2015]

Amatulli, C., Guido, G., and Nataraajan, R. (2015) ‘Luxury Purchasing among Older Consumers: Exploring Inferences about Cognitive Age, Status, and Style Motivations.’ Journal of Business Research 68 (9), 1945–1952

Bazilian, E. (2015) Why Older Women Are the New It-Girls of Fashion [online] available from <http://www.adweek.com/news/ advertising-branding/why-older-women-are-new-it-girls-fashion-163871> [31 October 2015]

Anon. (2014) Branding in a Flat Age Society [online] available from <http://www.wearebulletproof.com/branding-in-a-flat-agesociety/> [13 October 2015]

Graves, P. (2010) Consumerology: The Myth of Market Research, the Truth About Consumers and the Psychology of Shopping. Boston: Nicholas Brealey Publishing

Anon (2015) ‘Why Are We Scared of Growing Old?’ Stylist [online] 19 October. available from <http://www.stylist.co.uk/life/whywe-are-scared-of-growing-old> [20 October 2015]

Hummert, M.L. (2011) ‘Age Stereotypes and Aging.’ Handbook of the Psychology of Aging 249–262

Ariely, D. (2008) Predictably Irrational: The Hidden Forces That Shape Our Decisions. United Kingdom: HarperCollins Publishers

Maiki, J. (2014) Beauty: The New ‘Age’ [online] [Film] LSN Global: Vimeo. available from <https://vimeo.com/100802228> [20 October 2015]

Barden, P. and Sutherland, R. (2013) Decoded: The Science Behind Why We Buy. United Kingdom: John Wiley & Sons

Mayer, C. (2012) ‘The Age of Agelessness’ [interview by J. Wallman], 21 May 2012

McGarry, J. (2014) ‘Flat Age Society: How Do You Feel When You Look at This Woman.’ Stylist [online] 29 September. available from <http://thefuturelaboratory.com/uk/2014/09/29/stylist-flat-age-society/> [20 October 2015]

Mellor, J.M. and Rehr, H. (2005) Baby Boomers Can My Eighties Be Like My Fifties? (Springer Series on Life Styles and Issues in Aging). 1st edn. New York, NY: Springer Publishing Company

Bingham, J. (2015) ‘Average Life Expectancy Heading for 100.’ The Telegraph [online] 15 January. available from <http://www. telegraph.co.uk/news/politics/11348561/Average-life-expectancy-heading-for-100.html> [20 October 2015]

Openshaw, J. and Szymanska, A. (2015) LSN Global Trend Briefing A/W 2015.

Channel 4 News (2015) ‘What Does It Feel like to Be Old and Alone?’ in YouTube [online] YouTube. available from <https://www. youtube.com/watch?v=V5EsxU84ay4> [4 November 2015]

Raymond, M. (2003) Tomorrow People: Future Consumers and How to Read Them Today. United Kingdom: Financial Times Prentice Hall Van Gilder Cooke, S. (2014) LSN Trend Briefing 2015 Sydney & Melbourne: The Flat Age Society [interview by M. Raymond], 2014

Cohen, A.S. (2012) Lanvin Casts 62-Year-Old Tziporah Salamon in Their Fall 2012 Campaign. [ 2012] available from <http:// advancedstyle.blogspot.co.uk/2012/07/lanvin-casts-62-year-old-tziporah.html> [31 October 2015] Coleman, L.J., Hladikova, M., and Savelyeva, M. (2006) ‘The Baby Boomer Market.’ Journal of Targeting, Measurement and Analysis for Marketing 14 (3), 191–209 Graves, P. (2010) Consumerology: The Myth of Market Research, the Truth About Consumers and the Psychology of Shopping. Boston: Nicholas Brealey Publishing Hummert, M.L. (2011) ‘Age Stereotypes and Aging.’ Handbook of the Psychology of Aging 249–262 Jordan, A. (2014) Selfridges to Unveil Project Celebrating Born-Again Creatives [online] available from <https://www.lsnglobal.com/ news/article/16789/selfridges-to-unveil-project-celebrating-born-again-creatives> [13 October 2015] Jordan, A. (2015) Listen to This [online] available from <https://www.lsnglobal.com/seed/article/17467/listen-to-this> [13 October 2015]

Ken Dychtwald (2015) ‘The Future of Growing Old.’ in YouTube [online] XPRIZE. available from <https://www.youtube.com/ watch?v=JYKhIsCN8Dc> [13 October 2015] LSN (2015) The Flat Age Society [online] available from <https://www.lsnglobal.com/trend-tracker-3/article/17440/the-flat-agesociety-2> [13 October 2015] Lankston, C. (2015) ‘Iris Apfel Joins Supermodel Karlie Kloss for Kate Spade Campaign.’ Daily Mail [online] available from <http:// www.dailymail.co.uk/femail/article-2936938/Interior-designer-Iris-Apfel-93-joins-supermodel-Karlie-Kloss-22-Kate-Spade-sspring-campaign.html> [31 October 2015] Laughlin, S. (2014) Youthful Urban Neighbourhoods Attract Flat-Agers [online] available from <https://www.lsnglobal.com/news/ article/15593/youthful-urban-neighbourhoods-attract-flat-agers> [13 October 2015] Maiki, J. (2014) Beauty: The New ‘Age’ [online] [Film] LSN Global: Vimeo. available from <https://vimeo.com/100802228> [20 October 2015] Mayer, C. (2012) ‘The Age of Agelessness’ [interview by J. Wallman], 21 May 2012 McGarry, J. (2014) ‘Flat Age Society: How Do You Feel When You Look at This Woman.’ Stylist [online] 29 September. available from <http://thefuturelaboratory.com/uk/2014/09/29/stylist-flat-age-society/> [20 October 2015] Mellor, J.M. and Rehr, H. (2005) Baby Boomers Can My Eighties Be Like My Fifties? (Springer Series on Life Styles and Issues in Aging). 1st edn. New York, NY: Springer Publishing Company Moschis, G.P., Lee, E., Strautman, J., and Mathur, A. (2000) The Maturing Marketplace: Buying Habits of Baby Boomers and Their Parents. United States: Greenwood Publishing Group Plioplyte, L. (2014) Advanced Style [online] [Documentary] Netflix. available from <http://www.netflix.com/ watch/80011082?trackId=50361908&tctx=0%252C0%252C289c760b6fd93e0449ea7a9f1b119466f1cb5073%2 53Afb33d1084cb76b3bbd97f890238b2d107d37e3b1> [19 October 2015] Raymond, M. (2003) Tomorrow People: Future Consumers and How to Read Them Today. United Kingdom: Financial Times Prentice Hall Smith, J. (2015) ‘Dementia: What They Don’t Tell You about the Condition.’ The Independent [online] 23 August. available from <http://www.independent.co.uk/voices/comment/dementia-what-they-dont-tell-you-about-the-condition-10467422.html> [20 October 2015] Society, A. and Aging (2015) Maturity Re-Imagined. Vimeo. available from <https://vimeo.com/126848341> [13 October 2015] Stanton, B. (2013) Humans of New York. 1st edn. New York: St. Martin’s Press Tank, A. (2014) ‘Innovation Behavior of Older Consumers.’ Marktorientierte Unternehmensführung

Van Gilder Cooke, S. (2014) LSN Trend Briefing 2015 Sydney & Melbourne: The Flat Age Society [interview by M. Raymond], 2014 Walker, D. (2014) A Cut above: Modular Kitchen for Flat-Agers [online] available from <https://www.lsnglobal.com/seed/ article/15941/a-cut-above-modular-kitchen-for-flat-agers> [13 October 2015] Walker, D. (2014) Age-Old Question: Network Evening Ponders The Flat Age Society [online] available from <https://www.lsnglobal. com/seed/article/16833/age-old-question-network-evening-ponders-the-flat-age-society> [13 October 2015] Walker, D. (2014) New Beauty Website Targets Flat Agers [online] available from <https://www.lsnglobal.com/news/article/16187/ new-beauty-website-targets-flat-agers> [13 October 2015]

BIBLIOGRAPHY UNPREDICTABLE

Am I Normal? (2008) [online] BBC TWO. 21 April 2008. available from <http://bobnational.net/record/203160> [19 October 2015] Anon. (n.d.) When Does Selling on eBay Become a Business? [online] available from <http://www.saga.co.uk/magazine/money/ work/business-and-start-ups/ebay-business-costs> [13 October 2015] BBC (2015) Why Do People Run?, Radio 4 in Four - BBC Radio 4 [online] available from <http://www.bbc.co.uk/programmes/ p034p7h4> [13 October 2015] BBC Three (2015) Professor Green: Suicide and Me [online] [Documentary] BBC iPlayer: BBC Three. available from <https://youtu. be/2-IQIrAfamE> Bourne, S. (2013) Fabulous Fashionistas [online] [Documentary] Channel 4. available from <http://www.channel4.com/ programmes/fabulous-fashionistas/on-demand/54401-001> [19 October 2015] Channel 4 (2015) My Son the Jihadi [online] [Documentary] All 4: Channel 4. available from <https://youtu.be/Url6v7mE6Ho> Grayson Perry: Who Are You? (2014) [online] Channel 4. 25 November 2014. available from <http://www.channel4.com/ programmes/grayson-perry-who-are-you/on-demand/55337-001> [19 October 2015] Openshaw, J. and Szymanska, A. (2015) LSN Global Trend Briefing A/W 2015. Press, R. (2013) Bill Cunningham New York [online] [Documentary] Netflix. available from <http://www.netflix.com/ watch/70141814?trackId=50361908&tctx=0%252C0%252Ce8d38cbb2508d73d370d319fe829b35c63a72798% 253A86c692bc0a1d3953a89365b84942b12c233bf32f> [19 October 2015]

ILLUSTRATIONS

Fig 1: La Mere, N (2015) Dimepiece Campaign Featuring Baddie Winkle [Photograph] Online: Available at: http://www.elle.com/ culture/news/a27895/86-year-old-instagram-celeb-scores-a-dimepiece-campaign/ [Accessed on 4th November 2015]

Fig 2: Webber, B (2007) Iris Apfel [Photograph] Online: Available at: http://www.vanityfair.com/hollywood/2015/03/albert-mayslesiris-apfel-documentary [Accessed on 4th November 2015] Fig 3: Stanton, B (2010) Bet it would be hard to have a bad day if you were holding hands with these two [Photograph] In: Stanton, B. Humans of New York, 1st edition. New York: St. Martins Press, p.43 Fig 4: Cohen, A, S (2012) Sunglasses [Photograph] Online: Available at: http://sunchasers.sunglasscurator.com/advanced-style/ [Accessed on 2nd November 2015] Fig 5: Montgomerie, O (2015) Own Manipulation [Diagram] Information from: Mintel, (2015) Baby Boomers [Table] Online: Available at: http://www.mintel.com [Accessed on 28th November 2015] Fig 6: Meisel, S (2012) Lanvin Fall 2012 Campaign [Ad Campaign] Online: Available at: http://tomandlorenzo.com/2012/07/lanvinfall-2012-ad-campaign/ [Accessed on 4th November 2015] Fig 7: Tsiolis, T (2015) Alexis Bittar S/S 15 Campaign [Ad Campaign] Online: Available at: http://www.dailymail.co.uk/femail/ article-2910041/Fashion-stars-Iris-Apfel-93-Tavi-Gevinson-18-prove-style-no-age-limit-new-Alexis-Bittar-jewelry-campaign.html [Accessed on 4th November 2015] Fig 8: Leibovitz, A (2014) Leading Ladies Campaign [Ad Campaign] Online: Available at: http://www.marksandspencer.com/c/ style-and-living/in-the-moment-the-leading-ladies [Accessed on 4th November 2015] Fig 9: Olins, J (2014) Jaeger Mothers and Daughters Campaign [Ad Campaign] Online: Available at: https://models.com/Work/ jaeger-jaeger-fw-14-mothers-and-daughters-campaign/288416 [Accessed on 4th November 2015] Fig 10: Teller, J (2015) CĂŠline S/S 15 Campaign [Ad Campaign] Online: Available at: https://models.com/Work/cline-celiness-15/333434 [Accessed on 4th November 2015] Fig 11: Stanton, B (2010) Anon [Photograph] In: Stanton, B. Humans of New York, 1st edition. New York: St. Martins Press, back page Fig 12: Cohen, A, S (2013) Karen Walker X Advanced Style [Photograph Campaign] Online: Available at: http://advancedstyle. blogspot.co.uk/2013/02/karen-walker-x-advanced-style.html [Accessed on 4th November 2015] Fig 13: Cohen, A, S (2015) Old is the new black [Photograph] Online: Available at: http://advancedstyle.blogspot.co.uk/2015/02/ old-is-new-black.html [Accessed on 4th November 2015]

METHODOLOGY RESEARCH METHOD

AIMS

CONTACT

SAMPLE

STRENGTHS

WEAKNESSES

BIAS

Expert Interviews: Sonia Van - To gain a professional insight Initial contact through Linked- Research led selection: experts Gilder Cooke/ LSN Global. into the validation of the ‘Flat in/email to be followed up relating to the subject area. Head of marketing/ market Agers’ term and background via skype or telephone call – research at M&S, Jaeger, Alexis information relating to its whichever is more convenient. Bittar, Lanvin & Céline existence. - To recognise whether LSN Global’s predicted trend is what has prompted brands to pay attention to this area, or if not, what has made them change their attitudes towards this demographic.

- The very source of the - There is a possibility they will - It will only enable me statement being investigated, not reply to collect the opinion and revealing the insights that went - Answers could be very brief expertise of an individual into this trend due to time restrictions / within the industry and not an - Very reliable and credible demand on replying to emails overarching reflection. sources, professionals in the - Tone of voice could be - The professionals being industry. misunderstood via email asked obviously have an - Providing real consumer - As LSN global came up awareness of this trend as insights and responses to with this trend it is unlikely they are working within the campaigns that have taken this that they will provide negative industry, this however may not on board information arguing for and match up to the feelings of the against its validity consumer.

Consumer Experience/ Engagement: Old Peoples Home

- Good to receive consumer - The sample only covers a certain age bracket of the 50+ feedback and evaluation of brand product and advertising sector - As they are in an old peoples against each other home it may mean that they - Interesting to see whether are less able and therefore brands messages in their advertising is being translated their views on products and branding would be different to the consumer - Open ended questions leaves to that of a more able 70 year room for deeper discussion on old. viewing types of advertising and products aimed at the 50+ category.

- To evaluate the attitudes and opinions of the flat agers demographic and whether different types of marketing speaks to them more, if so how and why. - To test whether this shift in advertising to target them is being responded to in a positive or negative way and why

Contact to be made initially via Random selection based in one telephone call to old peoples specific area aged 65+ homes to see which would be comfortable with me going in to speak to them. Taking in certain beauty, fashion, health and lifestyle products as well as advertising to ask which speaks to them more, and if it doesn’t, which stereotype they feel it does speak to.

- The view given on the entire sector is only a small percentage of those that it actually covers - The view of a 90 year old in a home is no doubt going to be very different to that of a fit and able 50 year old, and I will need to take this into accoubt when reviewing and analysing insights.

RESEARCH METHOD

AIMS

CONTACT

SAMPLE

Focus Group: X2

- Approaching 3+ men in my - 8+ men and women aged local country pub and asking 50 - 65 them personally to participate. - Inviting 5+ women to take part in the focus group held at my house. - Evaluating their thoughts on the new trend, who they feel connects with them most and aspects they feel could be improved upon. - Observing which brands they have brand loyalty with and why.

Ethnographic/ Shadowing

- To observe consumer Personal selection approached An individual woman aged behaviour in day-to-day and asked after focus group between 50 - 65. situations and analyse how the flat agers market, particularly in beauty, could cater to their needs and desires in a more effective way.

STRENGTHS

WEAKNESSES

BIAS

- Gives a broader range of opinions and a chance to challenge each other - Generate a vast amount of information in not too long a time - Can be really interactive with the participants visually asking them which products and brands speak to them more. Even testing if certain colours (which relate to brands) have more of an influence. - They have been in the marketing mix for a lot longer than younger generations and therefore it will be interesting to see how they respond differently.

- Male participants in the pub may be less willing to take part due to wanting to go there to relax. - Knowing what the focus group aims are, female participants may be influenced to exaggerate their answers to fit with my outcomes.

- The view given on the entire sector is only a small percentage of those that it actually covers - Actions could be exaggerated or changed due to knowing the purpose of my task, making my insights less fair.

- Allows a real in depth view - Quite an intrusive research into the life and needs of a flat method, may make participant ager. intimidated or embarrassed. - Can be very detailed and - Only reveals the needs of specific. one particular individual, not - Will give a view on ALL areas an entire cohort. of life, not just beauty.

-It will only give the reflection of one individual within that sector and wont give a broad overview - Actions could be exaggerated or changed due to knowing the purpose of my task, making my insights less fair.