When it comes to digital branding, do you find terms like millennials or Gen Z useful or just a distraction? Alison Stewart, Nottingham, UK MO: The more you know about your audience, the easier it will be to speak to them in a way that’s relevant. Five years ago, talking about millennials was a helpful reminder that a new generation of customers had come of age and had very different wants and needs to the audience we had been dealing with.
As an industry, we needed to rethink how we spoke to young people. But terms like millennial or Gen Z are the very bluntest of instruments. They can be useful as a starting point but generalisations that cover an entire generation globally are hardly going to deliver the razor-sharp insight you need to cut through.