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Stereotypes tend to be borne from lazy thinking, and evolve like Chinese whispers.
This is why stereotypes often bear very little resemblance to reality, even if there is some kernel of truth buried in there.
Generational stereotypes are a perfect example of this.
“Boomers are out of touch & disinterested in learning new things.”
“Gen X are cynical and make for poor team members.”
“Gen Y are entitled and lazy dreamers.”
“Gen Z are digital native collaborators who just want to change the world.” Hogwash?
But these easy to apply, fuzzily understood labels are easy to flash around and sound good in presentations and press releases.
“We’re going to refresh our brand to appeal to Millennials/Gen Z” is something you’ll often see stagnant brands talking up in the marketing press.
What if you want to do better? What if platitudes and buzzwords aren’t enough to change your performance? How about understanding the underlying attitudes, beliefs and behaviours that truly characterise different generations, based on hard data?
In this report we use real data, from 2,500 real people, to explore how the UK thinks, so you can better understand consumers, whatever their age.
We’ll look at all of the data through the prism of generations, so you can see where there are genuinely sharp lines – and where there are not – so you gain a genuine idea of how to engage with every generation.
August 21, 2017
To say that food and drink is big business for the UK would be a gross understatement. The Food and Drink Federation, a UK trade body, estimates that the industry contributes some £28.2 billion to the UK economy; and across the whole supply chain it produces over £100bn in economic value each year. That’s £2,453 (...)
August 31, 2017
Marketers in the UK had a media spend of £21.4bn in 2016. This was a 3.7% rise, and the 7th consecutive year of growth. Spend looks set to continue to grow in 2017 in spite of Brexit. And media spend continues to increase inn digital, with 95% of new media spend allocated to digital-mobile media (...)
A great brand raises the bar — it adds a greater sense of purpose to the experience, whether it’s the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you’re drinking really matters. Howard Shultz, Executive Chairman and former CEO, Starbucks Why start with this quote? Because (...)
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