G e n e r a t io n a l m a r k e t in g

But to succeed with this target group, it is not enough for a brand to devise playful, nostalgic and comforting products that draw references to their childhood memories. They are more communication savvy than any other consumer groups. Overloaded with choice, constantly exchanging opinions with friends who have become the support system that society and family are not able to provide, kidults are the most over marketed generation ever. So in order to connect to them, a brand must provoke, intrigue them and talk with them, not to them.

The latest Orange TV campaign, showing a smart thirty something woman playing unexpectedly with a young punk looking hunk sitting next to her on a street bench, provides a great example of how to engage with this target group and excite their curiosity. At first, it looks like the two characters would never talk, but they then engage in a wild game of waste bin handball. It’s not just about fun and childish behaviour; it challenges expectations and reflects the importance of human communication and connections, a message which speaks clearly to this “mobile” and ultraconnected generation.

These consumers are very at ease with technology, they’re well travelled and multicultural. They connect therefore better to brands, products or services that stimulate their cross-cultural interests and combine playful or unexpected references to arts, fashion, music, films, literature or technology. That’s why the Vittel campaign with Bowie mutating through his different periods and fashion styles hits the right spot with them. It draws on musical references this generation has grown up with and shares, but it is also visually stimulating, ironic and neither the brand - nor Bowie - take themselves too seriously. Sounds easy? Be careful, these people can spot fake hype and marketing gimmicks instantly and they’ll spread the word quickly. • • •

consumers, a brand must be true to itself and treat them like a family of friends. Friends because they instantly understand, share similar cultural references and most importantly have similar values: honesty, trust, loyalty

G e n e r a t io n a l m a r k e t in g - To learn more about this author, visit Véronique Esposito's Website.

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