Generational marketing in 2022 and beyond

Everyone wants a queue nowadays. It used to indicate slovenly business practice, or at the very least, a stock miscalculation. But now, whether virtual or physical, it actually entices onlookers – like a rainbow seen from a car window, bearing the promise of a pot of gold at the end.

But how do you get the masses to queue up for your product?

How do you alchemise that elusive sensation of ‘hype’?

If you’re asking why collectables have become so popular in 2025, you’re asking the wrong question. Because the story starts way back, so far back, in fact, that we’re going to pretend it has nothing to do with antiquities like those collected in the Library of Alexandria, or during the renaissance, and instead start at a point slightly lesser ‘way-back’ – 1996