For years, as a PR professional, I’ve been trying to figure out how to get to high school and college students. I imagined them surrounded by a bubble I couldn’t pierce.
Stefan Pollack explains this generation’s communications world in Disrupted. It’s clear, direct and commendably presents his findings without offering “easy” answers.
The iGen generation, as he labels it, has created the biggest shakeup in communications in generations. The iGens are those born after 1994 who have never known a world without computers, parents without mobile devices, and who want their information now and know how to get it instantly.
If it takes more than an instant, it’s too long.
They don’t need to memorize old facts because they curate.
Pollack credits Apple for changing the way we communicate through the introduction of the iPod, which revolutionized the way we buy music and ushered the downfall of record stores, iPhone, and the iPad which signaled the downfall of desktops and laptops. He doesn’t give enough credit to the almost simultaneous appearance of Google, Facebook, Amazon, Twitter, and Netflix, which share in the apocalyptic shift in the way we buy, read, listen, communicate and overthrow countries.
This is a minor complaint. Pollack is right. The revolution has happened.
iGen was born into the technology and with unwitting naturalness changed all the rules overnight.
Radio ruled for decades, dictating music we should listen to, infested by commercials. TV fed us nightly shows interrupted by commercials. Newspapers and magazines created cover and inside stories dotted by ads. The book industry told us what we should read. Period.
All are now in death gasps.
The traditional media, gatekeepers of news and scripting what’s important, are gone. iGens, now their own gatekeepers, allow in what’s relevant to them. If they accept it, they share it with their friends, the “infinite touch points.”
If they find you relevant and approve, you may succeed.
If they find you irrelevant, or worse, dishonest, they can injure or even destroy you by simply and instantly spreading the word.
Blasting ads at this generation is a waste of time and money. Relevance and interactivity is the only way to communicate.
And they want humor.
Over the past couple months I’ve found myself recommending Disrupted to members of various boards that I’m on, to my university president, to colleagues. All of us in the marketing world know traditional media is dead to those under 50. Disrupted presents its findings and explains how iGen is communicating and if you don’t get on board – not just with the social media but understanding the way they’re thinking, seeing the world and acting in it – you are a historical footnote.
At lunch recently, I ran these ideas past a 17-year-old female songwriter who’s going to college to major in philosophy. She nodded in agreement and added: “I Google things I’m interested in so I’ll get Google and Facebook ads about them.”
Read that sentence until it sinks in. They don’t complain about advertising. They invite brands that interest them.
And Brand, once you’re in, you’d better be real, relevant, transparent, have a sense of humor and a social conscience.
Disrupted passed the iGen test. It’s the Bible for today’s marketing.