Marketers and their agencies stand accused of producing campaigns that only actually appeal to them, rather than to consumers at large, with a new analysis exposing the folly of running activity that is “young and trendy”.
According to new data from global researcher GWI, marketers are 58% more likely to want brands to feel ‘young’ than the average consumer and are also 87% more likely to want brands to appear ‘trendy’.
However, despite the marketing industry’s obsession with youth, only 8% of consumers want brands to portray a ‘youthful’ image.
This focus on youth could be down to who today’s marketers are, with Gen Z more likely to work in marketing – in fact, 47% of marketers are Gen Z, compared to 21% of the working age population.
Compared to the average consumer, marketers are also more than twice as likely to spend more than four hours a day on social media, and 85% more likely to identify as ‘non traditional’ – factors that greatly impact their own buying habits.
In fact, today’s marketers are 97% more likely to buy products recommended by influencers than the average consumer, potentially skewing their perception of the value and impact of influencer marketing.
GWI’s data also highlights that today’s marketers are 67% more likely to feel represented by advertising than the average consumer, which raises the question of whether marketing campaigns are a reflection of marketers rather than of consumers.
The study follows research by media agency The Kite Factory, published last year, which claimed the industry’s continuing obsession with Gen Z and Millennial consumers is alienating the most lucrative generation of the over-65s, who neither value nor enjoy advertising when compared to younger people.
Meanwhile, agency BBH recently launched its own ethnographic study, which highlights the attitudes, interests and desires of older people and offers advice on how brands can best tap into the often misunderstood demographic.
GWI analyst Chris Beer said: “In the UK, people over 50 make up 40% of the population but control a massive 80% of the wealth. Despite this, too many marketers seem laser-focused on winning over Gen Z, often overlooking the wealth and diversity of older audiences.
“As our data shows, one reason for this is that the marketing industry itself tends to skew younger. Many agency teams are made up of young professionals who, naturally, focus on what resonates with their own generation.
“The result? A lot of briefs assume targeting Gen Z is the key to success, with campaigns reflecting marketers’ tastes rather than those of consumers.
“Looking beyond your own experiences is essential in marketing, and that takes serious research. Starting campaigns with an effective research and insights phase is the key to making marketing more effective – and moving beyond our industry obsession with youth.”
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