When I started my very first marketing job, many moons ago, social media was a hot topic. What should brands talk about on social media? Is it worth it? What on earth’s a hashtag? In the years that have followed, social media has gained widespread acceptance and is considered a mandatory part of the marketing mix.
Whilst I got my haircut last week, I sat enthralled as my hairdresser regaled me with fascinating tales from her turbulent life (all 22 years of it). An ex-boyfriend in prison, a Brazilian wax using a wok, a job in a notorious Old Street nightclub aged 15. Her stories all followed a classic model: a hero you could identify with, that hero facing conflict and tension, and finally, resolution. I was captivated.
Marketers are in the business of creating intangible value. We learn its craft through creating emotional connections made possible by consumer insights. For many businesses, intangible or perceived value is the biggest asset they have (hello Google and Coca Cola).
They’re known as the ‘me generation’, narcissistic and with an ugly ‘look after number one’ attitude. So I was rather happy, having been born between the mid-eighties and early 2000’s, to learn that there’s more to the group than just sponging off your parents and sending attention seeking social media posts. An event by Acacia Avenue I recently attended, took a look the Millenial generation with some powerful insights for marketers. Here are my key takeaways:
Great companies are built on great ideas. Little notes that you can stick time and time again. A tension spring that bounces from place to place and brings hours of enjoyment to kids. Underwear that holds in all your wobbly bits and makes you look fabulous in a little black dress.
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