Our Managing Director Nomi Leasure on the AdAge stage last week ??
Last week’s AdAge Next Gen summit delivered insights and thought leadership from around the industry as it pertains to reaching the coveted demographic of the moment: GenZ. But I have to wonder whether this overly saturated group may very well be clamouring for a reprieve from our incessant obsession with trying to reach them. With that in mind, my panel was focused on GenZ’s digital fatigue as a reaction to and acknowledgement of the effects of coming of age on digital platforms. The data is irrefutable: when connection with the real world wanes, depression and anxiety rise. It simply doesn't feel good to be so plugged in, so messaged at, so devoid of relationships with real meaning and substance. I was joined on stage by Tara Loftis, Global President of Skincare and Cetaphil, Galderma and Joe Hollier, Co-Founder of the Light Phone – both champions of engaging with the real world in their own respective ways. The insights delivered on stage were simple enough for any brand marketer to employ: ? With time and attention as the currency of the day, digital campaigns are simply not sufficient at executing on a key metric: relationship building. ? ? GenZ is human too. What works for millennials and boomers (and what will soon work for Gen Alpha) is also true for them. Connections with real people, the real world, and real materials are gratifying on a base-line neurological level. We, as humans, will always return to and seek connection with the real world and each other. This isn't a fleeting trend, it's the basis of our biology. ? GenZ, as with every generation of young people before it, will seek out counter culture. If you were raised with digital platforms as the norm for social engagement, you will sooner or later seek what can stand in opposition to that. As silly as it sounds, IRL is the new counter culture. Unplugging is controversial. ? Savvy consumers want a deeper, more nuanced, and more reciprocal relationship with the brands they love. They want to talk to the scientist behind skin care innovations, they want to influence the design of the next campaign, they want to be brought into the world of the brand in a transparent way. Experiential offers a great way for brands to step out from behind the curtain and simultaneously offer GenZ a seat at the proverbial table. ? When venturing into experiential marketing and IRL activations, think first and primarily on the experience itself, let your message come second. Experiential marketing fails when it's seen as simply another vehicle for brand messaging. IRL experiences provide your brand with the most coveted resources in today's fast-paced digital media universe: time and attention. Use your access to these resources wisely by adopting a spirit of generosity. As with any relationship, relinquishing some control and allowing a modicum of vulnerability pays off and ensures? stronger connections. #experientialmarketing #immersivedesign #adagenextgen #genz