Next Generation Branding
In this article, I share more about the development of Next Generation branding within a key target audience.
The much-discussed Generations Y and Z (Millennials and Centennials) have created a massive wave of change, best described as "connected" consumerism. This forces existing companies to cater to an always-on, individualistic, and sometimes (accidentally) narcissistic, vocal, informed, demanding, and counter-intuitive generation.
Executives are blinding themselves to how the future is actually unfolding and how they can thrive in times of great change.
There is no one-size-fits-all approach anymore. Your brand, its purpose, the experience, the emotional connections, and its overall value must be reimagined to deliver new value now and over time.
Ignorance + Arrogance = Irrelevance
Millennials have to adapt to working and collaborating using technology while clinging to processes that are, at best, counter-intuitive and, at worst, barely acceptable—all for a paycheck. However, traditional working methods impact their productivity, which is ironically often counterproductive. For many millennials, the existing rules and guidelines they are subjected to seem pointless.
Research by Millennial Branding shows that Generation Y will make up 75% of the workforce by 2025. That moment is almost here. This means that millennials will not only dominate the workplace but also control the markets, followed by the even more connected and narcissistic Generation Z. As we know, change does not happen overnight. The older generation is not easily inclined to let go of control. At the same time, younger employees are rising quickly. Older managers often stay in their roles longer before retiring, which only increases the challenges until a solution is actively pursued.
Change happens to you, in spite of you, or because of you
We simply need to view the world with empathy through the digital lens of a more connected, focused, and critical group of young adults.
The world is changing, and it is time for change. Old structures are making way for new ones. Entire markets are being disrupted. Generations Y and Z are rapidly reshaping today's evolving market, changing consumerism, and demanding a new kind of "connected experience." To thrive, companies must let go of their ignorance and arrogance. There is no one-size-fits-all approach anymore. Your brand, its purpose, the experience, the emotional connections, and its overall value must be reimagined to deliver new value now and over time.
The problem is that executives seem to be consciously looking away from how the future is actually unfolding and how they can thrive in times of great change.
Older generations sometimes tend to dislike letting go of control, adapting to new times, and embracing the opportunities offered by the rise of millennials and centennials, who bring a fresh perspective and innovative thinking to the forefront of business. However, change is inevitable, and companies must move with the times, or they risk becoming obsolete.
Change happens to you, in spite of you, or because of you.
Be a disruptor
Your brand is more than just a logo; it is an emotional medium for sharing your vision of the world. It stands for what you believe in and the future you are fighting for. The story you tell and how you tell it determines how people connect with your vision.
People are interested in your "why" and want to experience that "why" at every touchpoint with your brand. New-generation brands embrace this vision by moving at the speed of culture. They are flexible and aware of the needs of a globally connected community that demands social consciousness, an innovative mindset, and authentic leadership.
These forward-thinking brands understand that their products and services must offer lasting value and connect with a larger community of like-minded people. This keeps customers engaged with the brand's long-term vision.
