Are brands relevant to today's consumer? This was the question, that back in 2017, Rare posed during a panel session at a conference in New York. The panel, which was focused on targeting Millennials featured industry leaders from Heineken and Gillette.
A lot has been said about the so-called Millennial generation, but two areas stand out. One that their attention is short. They want something and they want it now.
The second point is their influence as the first digital native generation where using technology is second nature. A shift that is only increasing as Gen X enter the fray and Millennials mature.
However, this desire for speed and technology is not just limited to Millennials or Gen Z. There are many people who, although defined by age as Gen X or Baby Boomer, have a similar mindset. Regardless of age these consumers are just as likely to use technology and have equally short attention spans.
If you have read Sapiens by Yuval Noah Harari you’ll be familiar with his view that the reason why we are the only ‘Homo’ species to still exist is that our species developed the ability to transmit information about things that do not really exist (The Cognitive Revolution).
At that time, all those million years ago, it ensured our species survival. Today, with technology advancements rewriting the way information is being transmitted, some argue this is still the case.
For us marketers, it is certainly true. Utilising technology has topped the marketing agenda for the last few years. AR, VR, Blockchain, AI, voice, the list of new technology impacting the creative industries goes on.
We are all familiar with Scott Brinker’s infographic which shows that advertising and marketing technology are a booming sector. An ever-increasing number of brands and agencies are exploring how best to use tech to enhance how they can get their products and messages in front of consumers and also, how they evolve the products themselves.