MediaCat Monthly, November | Marketing Generations

How are we marketed to as we move through life? What can we learn from the differences between age groups? For November our writers explored these questions and more, with articles on Gen Z’s sex recession, generational bracketing, late adulthood, youth-focused brands and mature icons. We also had pieces on board games, football fashion, and brand generosity. There are podcasts, interviews and conversations on regenerative brand design, basketball culture, neurodiversity in media, handling misinformation, and creative support in cities. Plus our Marketing Generations playlist. Enjoy the issue.

On a final note, MediaCat Magazine is changing. I’m proud to have grown our readership over the last three years, but as we evolve as a publication we’re shuffling the team, and slightly changing our focus in terms of coverage. I’ll now be your Opinions Editor, and I’m pleased to welcome James Swift as our new Managing Editor.

We’ll share more on the changes in upcoming weeks and months, but for now, we appreciate your ongoing support as the magazine grows.

Mike Piggott , Editor

The end of Gen Z’s sex recession is here

‘Content creators are reclaiming desire and reframing sex through a fresh, female-centric perspective,’ writes Livity's Lucinda Bounsall. read

Generational bracketing risks

The Kite Factory's Lydia Martin argues that the future is intergenerational and that ‘there is increasing osmosis of culture between generations’. read

A golden age of vitality

Cultural analyst Harry Kinnear on how late adulthood has changed, saying it ‘has never existed in the form that it does today’. read

Wondering about my generation?

‘Age is just a symptom of being born on a certain date, not a cause of behaviour,’ Professor Jenni Romaniuk’s latest column. read

Baby Boomers’ big digital shift

WARC Media’s Alex Brownsell explains how older consumers are developing their own distinct digital behaviours. read

Talkin’ ‘bout my generation(s)

Consumer psychologist Eaon Pritchard explores how the media ‘propelled generational analysis into the mainstream zeitgeist’. read

Popes and Pelotons: marketing to generations

BIRD’s Steve Parker says ageing is being rebranded and that ‘age is no longer something to hide’. read

The new era of advergaming

‘The potential for brands to connect with audiences through gaming has never been greater,’ writes Shelley Adamson. read

Aspiring to age

idle gaze consulting's Alexi Gunner advises youth-focused brands to feature ‘a boomer icon’ in their next campaign, arguing that ‘age = relevance’. read

Wisdom

This month… podcasts, Black British narratives, board games, perception bias, and more

Natasha Randhawa: MediaCat’s Natasha dives into the podcast-verse, exploring how it has evolved and how it is shaping cultural discourse

Elizabeth Anyaegbuna: 16x9media’s co-founder looks at ‘media’s missing pieces’ and how to reclaim Black British narratives

Mike Piggott: Our Opinions Editor on how board and tabletop games are exploding as a type of media — with things looking rosy for publishers and players

Nick Roberts: Brinkworth’s Associate Director shares how big football clubs can create real physical spaces where they can express their identity

Josh Graham: ‘What’s wrong with LinkedIn?’ GRA’s Josh explains why he thinks marketers need to ‘touch grass’

Clare Otridge: Grounded Research’s Director shines a light on advertisers’ perception bias and how it impacts strategy

Conversations

This month we have podcasts discussing neurodiversity in media and regenerative brand design, as well as comments on handling misinformation

Simon Akers and Jaz Poke: neurodiversity in media

In this podcast Mike Piggott speaks to the founders of new initiative, NDIM, about mental health in the industry

Talking regenerative brand design with Bob Sheard

FreshBritain’s Bob Sheard discusses how brands need to shift to selling intelligence, experience and knowledge

How should brands handle misinformation?

We ask what are the most strategic ways media leaders can approach brand misinformation in digital campaigns

Interviews

Q&A: A look at BSKT, an experiment in basketball culture

MediaCat Magazine sat down with BSKT Founder Alain Michel Habib to find out what mainstream media companies can learn from niche publications

‘If anything, we’re not excited enough about AI’

We caught up with Mathieu Albrand, associate director of global innovation at McCann Worldgroup, after his session at Brand Week Istanbul

Q&A: How can cities support creatives?

Laia Gasch, Director of the World Cities Culture Forum, spoke to MediaCat after her talk at Brand Week Istanbul, explaining why culture is ‘a golden thread’

In case you missed it...

MediaCat: Brand Week Istanbul, the largest creativity and business festival of the EMEA region — here’s what we learned this year

Yelena Gaufman: Fold7’s CSO explains why ‘the momentum behind the importance of generosity is growing’

Lea Karam: Behave’s Consulting Director dives into the psychology behind the rise of SMEs

Bob Hollanders: ‘Retailers can’t ignore privacy-first advertising’, warns Appier’s Head of US & EMEA

Wulfric Light Wilkinson: Wunderkind’s International GM shares how brands can shake off cookie dependency and unlock enhanced personalisation

Mike Bell: ‘Is generative AI safe for your brand?’ TriComB2B’s VP, Chief Creative Officer, explains how to maintain control of your messaging