CES: Reaching Gen B: The Behaviour Generation
The Age of the Consumer dictates that human truths and genuine connections with consumers are only to be found through authentic brand behaviour. For both internal and external audiences, brands need to promote content that has utility in their everyday lives. Only then will they create some kind of value in your audiences’ lives. And only then will your brand really start to matter. But who does your brand need to behave differently towards? And how should it go about changing its behaviour?
Engage Gen B – the behaviour generation
There is compelling evidence of a new type of consumer whose behaviour has created a new kind of mindset. They are identified as Gen B – the behaviour generation, even though they span different age groups and classes. The common thread is their valuing experience over things.
Materialism has given way to experience as the premium social currency. Your persona is defined and expressed through action and impact. Where you’ve been, what you’ve done and what you contributed are far more important than how much money you spent or what you bought.
Gen B respects doers, not talkers, because that’s what they do themselves. They want to see your brand values connected to behaviours. And they want to engage with brands that act according to their personal values. To interact with Gen B in a meaningful way, your brand needs to act in ways that leave them feeling rewarded.
For example: let them write the story
Provide authentic opportunities for people to engage with your brand and write the story themselves. With themselves at the heart of the story. This transcends the intellectual exercise, allowing storytelling and thought leadership to spark the personal, the emotional and the actual. That way, the story becomes a larger narrative of your brand’s actions. A truly interactive and collaborative story of what your brand is doing. People want to share their thoughts. With businesses being transformed by digital and social technologies – finding themselves evolving in new eco-systems – the desire to contribute ideas has never been greater.
Christopher Joyce, Copywriter at Shelton Fleming, a creative agency that produces live events which transform how you see the wider-world, business and brands. We do this by designing intelligent, personalized experiences for global brands.
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