Gen­er­a­tion trap

net magazine - - Q&AS -

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.

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