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The battle for talent and the new generation is being played out in the open, this much we know. Social media are always evolving, and tech hypes are lining up. But in fighting for the young ones, aren’t we forgetting those who actually have a budget to spend? We mean those people who need glasses to send a WhatsApp. How do they fit into the metaverse, virtual events, and experimental experiences? Nothing’s for everybody, but is it possible we are forgetting the not-so-tech-savvy or even technophobic in our race to stay relevant? Is the medium keeping them away from your message?
As is
In ten years, most of the purchasing power will be in the hands of Gen Z.
A lot of campaigns are directed at young people. More importantly, the media we use to reach audiences is becoming increasingly digital and, for some, more and more complex. The question of where to be present is the question of who your audience is and who they will be in ten years or so. If you want to sell Land Rovers or life insurance, maybe TikTok isn’t your thing. But if you are a bank and you want to be there when the kids turn eighteen and start their adult life, maybe you should.
Could be
Older people want you to explain things to them. The young ones don’t, they’ll figure it out for themselves.
The point might be that it depends. If you’re betting all your money on new tech and channels, you might be forgetting about those who actually have money to spend today. However, if you’re campaigning for brand awareness, to attract new talent or to build a community, the new(est) social media might just be your place to be. Be prepared to be amazed also, by the curiosity of the older generations and the conservatism of the young ones. Be they Gen Z or Boomers, you can’t put them all in the same basket. On either side, some are adaptive and eager, and some are very set in their ways.
Just like in any day or age, you have to know your audience. And when you know them, you know where they live, what they eat, and how they feel about change or new technologies. What are their needs? Is it togetherness and a sense of belonging, or do they feel like pioneering and potentially world domination? That is the information that will help you navigate all the potential channels and media available. It’s that, or following every hype that comes along in a blind panic. Take your pick.