As the machines take hold, why understanding humans matters more
Starcom Melbourne’s head of strategy Roger Lintzeris reflects on four distinctively human consumer trends that will keep advertisers connected to their audience.
As marketers, it’s easy to get distracted by the latest whiz-bang technology. LLM (large language model) this, metaverse that. But while the machines may be getting smarter and more useful, we can’t lose sight of the humans. After all, they’re still the ones we’re trying to connect with.
Let me distil four current consumer trends that should matter more to you than any algorithm.
Trend #1: Community and Belonging
We’re more disconnected than ever thanks to technology, divisive politics, and everyone glued to social media. People are craving real human connection. Not just online either – they want to join tribes and be part of something bigger IRL (in real life).
