This direct mail marketing piece showed up in our mailbox yesterday. Two things immediately caught my eye: the model didn’t look like he spent hours in the gym every day, his body looked more like a normal person’s body. And the tattoos. Lots and lots of tattoos.

According to a 2023 survey by Pew Research, 41% of Americans under the age of 30 have at least one tattoo. And we’re not talking high-grade Yakuza-class fine art here. These tats look like something you could get in the strip mall. Once again, I turned to ChatGPT for some insight on this cultural phenomenon.