No, I don’t know what a bobo or momo is, either.
In fact, both words caused widespread confusion at the gathering of European media at yesterday’s C3 Picasso preview, but according to Citroen they’ve had a great influence on how the company’s new MPV has turned out.
Some of you may know that bobo is a shortened term for the phrase ‘bourgeois-bohemian’, a social type coined by some very articulate sociologist at the beginning of the 21st century. The bobo is someone that grew up in the era of John Lennon and the VW Camper van and has now become consumed with their own image and the material things that define that image; hence Citroen credits the bobo with inventing the SUV.
The momo, on the other hand, is a ‘modern-moral’, a new social trendsetter who is young and might have kids with a long-term partner, but isn’t married. The momo likes Smeg fridges, iPhones and saving the planet, and is a lot less conservative and image-conscious than the bobo.
Citroen is keen to point out that no one is 100 per cent momo or bobo; everyone is a mix of these caricatures, which were used to help gauge consumer demands during the C3 Picasso’s development.