Content must hold a mirror to the values of young Australians
Brands need to reframe the way they think about content creation for younger audiences, argues Keep Left’s Laura Carpenter-Davies.
Everyone has something to say about millennials. We’re entitled snowflakes – narcissistic, lazy, avocado aficionados. It’s no wonder we can’t afford to buy our own homes; and let’s not even get started on our younger Gen Z friends.
But whatever your feelings towards the world’s newest generations, we make up around half of the Australian population, so you can’t really escape us. You buy from us, sell to us, hire us, and may even work for us. So it’s no surprise, that here in the world of content marketing, millennials and Gen Z are almost always in the mix when it comes to the audiences our clients want to reach.
Well intentioned, no doubt, but what she describes is an echo-chamber. Nobody learns anything in an echo chamber.
With the right strategies and content, those echo chambers can be opened up.
In other words, everything old is new again.
And thus it was so in the 60s, 70s 80s and 90s … NOTHING has fundamentally changed, just the delivery method and time frame of communication.