The iMedia Brand Summit kicked off in the Blue Mountains last night with Mark McCrindle from McCrindle Research giving a very entertaining overview of the changing social landscape, and how that is fundamentally affecting how brands connect with consumers.
Of note were the key trends of a post-life stage, post-structure, post-linear and post-rational society.
Shifts from the drawing to Tradition to a drawing to Innovation. From Reputation to Recommendation. Sit and Listen, to Try and See. Long-term needs to Short-term wants. Content, to Process. Authority, to Authenticity, and from Tech IQ (a given), to Emotional IQ.
These changes best reflected by an observation of a friend of his trying to offer a Gen Y-er a job. Highlighting the generational gap the Boomer saying "You're ignorant and Apathetic", to which the Gen Y-er said "I don't know what you mean, and I don't care"...
Good luck to us all.
Some interesting downloads from his site.
CommsCon: ‘We needed to be brave.’ How XXXX earned the hearts of
Queenslanders
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Iconic Queensland beer brand XXXX has been around for 145 years, and has a
lot of pride, according to Lion’s head of marketing – core beer, Chris
Allan. ...
11 hours ago
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