September 18, 2006--"Shopping? Duhh!"

“Hi. What Do You Own?”

Thus are greeted the four million youngsters who have in just a few months joined and logged on to a new Website, Zebo.com. Not unlike MySpace, Zebo members have their own Web pages and on them all they are asked to do, expected to do, allowed to do, is make a list of all the things they own. That’s it.

So, for example, Brianna W has listed:

A car (Pontiac)

A phone (Samsung)

A digital camera (Nikon)

Make-up

Straightener (Chi)

Lots of Jeans (The Buckle)

T.V.

Zebo’s founder, Roy De Souza, quoted in the NY Times, says, “For youth, you are what you own. They list these things because it defines them.” (Article linked below)

It will come as no surprise to you that Mr. De Souza contemplates that he will soon sell ads on Zebo and may even figure out a way for merchants to sell directly to Zebo members. This should work very well because, in addition to listing what they own, sorry, how they define themselves, members are also encouraged to make a list of stuff that they want, i.e., would like to get as gifts or, if necessary, buy for themselves. Things which, I suppose, would then move from their “I Want” to their “I Own” list.

Though I do not exactly fit the Zebo demographic profile, virtually all members are between 16 and 25, I was thinking, if I did join, what would I list??

Reading glasses (Lenscrafters)

12 pairs of Support Hose (GoldToe)

A watch (Timex)

After Shave Lotion (Aqua Velva)

Hair Dye (For Men Only)

Medications (Zoloft, Lipitor, Novartis)

And in case you’re wondering, my “I Want” list includes—

CDs: Paul Simon (“Surprise”)
Andrea Bocelli (“Romanza”)

A muffler for the upcoming winter (Burberrys)

Medications (Cialis or Viagra)