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Articles by Robin Hafitz
Four Key Countertrends: Court Millennials By Going Against The Herd
by Robin Hafitz , Allison O'Keefe Wright , April 24, 2015 In marketing to Millennials, many brands focus on some obvious megatrends. These can be good for business but can also make a brand just another part of the pack. Fortunately, for this incredibly diverse and enigmatic generation, tapping into counter-trends can be as powerful as surging megatrends, and lead to more distinctive and differentiating strategies.
5 tips for connecting with Millennial men | Article | Quirks.com
Editor's note: Robin Hafitz is founder and CEO of Open Mind Strategy, a New York research firm. Major news outlets have already dubbed 2018 “the year of women.” The #MeToo movement continues to impact culture and record-breaking numbers of women are running for office (EMILY’s List notes that 40 times as many women have come forward this year to run or work on political campaigns than in the 2016 political cycle).
Engage:Teens: TV Programmers, Beware. Here Comes Gen Z And Massive Disruption
Just as marketers have mastered Millennials, along comes Gen Z. This cohort ranges up to age 20, a life stage when marketers dream of connecting before brand habits harden. As researchers constantly in the field surveying consumers, especially youth, we see Gen Z as “amplified Millennials” — more diverse, for example — “anti-Millennials” — less idealistic, more cynical. Of particular interest is how Gen Z differs in their appetite for video content.
How Will Gen Z Disrupt TV and Video?
Just as marketers have finally mastered millennials (they tend to be more idealistic, need more feedback, and likely to see their “side hustle” as core to their identity), along comes Gen Z. This cohort, with its highly unsatisfying name (what will we call the next wave now that we’re out of letters?), ranges from tweens to those up to the age of 20. In that stage of life, marketers dream of connecting early to drive brand loyalty before habits harden.
The Past as Antidote to the Present
It’s no secret that for many, today is not the best of times. The abundance of negativity in media is pushing viewers to their limit; the world is rife with controversies that are pitting side against side at new levels of intensity. What’s the answer to dark today? More focus on yesterday. New programmes set in an old, though not that distant, time are becoming increasingly appealing for a number of reasons. One, they offer an escape from today.
What's new? A crash course on observed media trends
In today’s media landscape, everything old is new again, while everything new gets old pretty quickly. Throughout the many qualitative and quantitative research projects we conduct at Open Mind Strategy, we see modern media consumers exhibiting a range of new and fast-evolving behaviors – while also demonstrating that certain wants and needs are perpetual. Robin Hafitz and Allison Wright take a view. We’re often asked what we see in the marketplace.
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