"OK Boomer" and the Lure of Demographic Warfare

As a result quotOK Boomerquot has spread across social media and even found its way into legislative halls of power amp8212 as demonstrated by a 25yearold lawmaker in the UK parliament using the term to shut down a heckler Brands crashing the party to stake a side in the quotdemographic warsquot was all but inevitable Natural Light used it to mock a tweet by Miller Lite for exampleBeyond the memes and clapbacks is there something else to be learned from demographic groups sniping at one anotherI have argued that we are living in a postdemographic society The validity of demographics is a zombie idea that has long outlived its usefulness in modern branding and marketingadvertising Demographics are studies of a populationbased on factors though not exclusively such as age gender race sexual orientation and more Generalizations based on these clusters are then used to make assumptions on group behavioral traits This supposedly sound science is anything but as the outcome is often misleading conclusionsAn emphasis on demographics can miss the role that culture plays in identifying more robust insights for example Culture consists of the shared world of ideas and values that connect us and are manifested through people places and formal and informal networks Culture rounds out what demographics attempts to flatten Culture can be shared and experienced despite presumed demographic differences Understanding and drawing insights through culture and shared values are hard work meme creation is notSweeping conclusions based on demographics have become such a default it39s only natural that with the slightest provocation perceived differences can be weaponized Faced with unique economic political and social challenges it is only natural that quotOK Boomerquot would become the rallying cry for millennials and Gen Z And standing off to the side seemingly nonchalant and unbothered is Gen X wondering why they are the quotoverlooked generationquot in the generation warsRather than jump in to stir the pot brands that recognize the limitations of a demographic approach should pivot into a different type of outreach They should consider and use elements of the more significant cultural landscape and lead with the promise of a stronger emotional connection Their outreach should resonate with people holistically not just based on one or two demographic attributes Orlando Wood the author of Lemon and chief innovation officer of System1 makes the case that ads that have an emotional hook are found to be more effective over the long termRegardless of the demographic assignment quotOK Boomerquot is a culmination of talking past one another rather than with one another These surface divisions mask deeper emotional connections that could tell a different story For instance research has shown that people are becoming caretakers of elderly relatives at younger ages than ever Millennials are also living at home longer than at other times in history These trends point to the possibility of caretaking of coming together of communityIt might be a more challenging narrative to tap into quotwhyquot that is buried in these trends But the growing numbers would suggest that it is foolhardy to deny that there is a cultural shift occurring These trends have a real impact on any number of sectors including automotive consumer products financial services housing and more Larger purchases homes and cars might be delayed to a later stage in life or other purchases household items might never occur at allInstead of the circular firing squad of demographic warfare marketers should focus on the values manifesting through people39s lived realities Broadening the scope of consumer segments to have a cultureled perspective highlights the limitations of a demographic strategy which obscures more significant insights quotOK Boomerquot is a perfect example of thisBrands that are seeking to establish a longterm connection with people would be wise to resist the temptation to do what is easy by participating in shallow trends Memes are quick and catchy but they are only as valuable as the insights that can be potentially uncovered by making a connection to culture and shared valuesquotOK Boomerquot has a story to tell but unfortunately many brands are missing it and choosing to emphasize the simplistic oneClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

"OK Boomer" and the Lure of Demographic Warfare

Author

Publish date

Channel

Philip McKenzie

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

"OK Boomer" and the Lure of Demographic Warfare

Enjoying This Commentary? There's More to Love

Philip McKenzie

TAGS:

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

Cookies