Generational experience is bound to impact the attitudes and consumption behaviors of each generation: Baby Boomers were defined by rock n’ roll, the civil rights movement, and second-wave feminism, resulting in a generation that was hopeful for the future and bolstered by a sense of security and prosperity. By contrast, Gen Zs live in a world being turned upside down: technology is reshaping interactions and behaviors, political parties are more polarized than ever before, and identity and what it means to be an American is being completely redefined.
While cultural context plays a large role in the way consumers relate to brands, one size does not fit all when it comes to effectively messaging to varying groups at different life stages. In a time where inclusivity in brand messaging is key, how can brands, advertisers and media companies effectively speak to the cultural contexts consumers live in?
This joint presentation from Disney-ABC Television, Omnicom Media Group, and Insight Strategy Group will reexamine generational cohorts as we know them, illuminating the essence of today’s younger generations and how brands and media can best speak to them.