“In the last of this Generational Marketing series, Neil Osborne goes full circle and explains how, instead of separating ageist cohorts, the emergence of Generation C binds generations together.
“Move over. The Centennials are on their way. In the fifth of this series, Neil Osborne highlights how the first cohort of this generation – now a mere 16-20 years old – are already being depicted as difficult to engage, extremely design conscious and have exceptionally high expectations of all brand activities, especially digital. But is that really so?
“The highest compliment you can pay a brand is to retell the stories it shares about itself. An even greater one though, is being able to repeat those stories accurately … because they were so engaging, they couldn’t help but be remembered. So how and why do brand stories work?
“In the fourth of this generational marketing series, Neil Osborne explains that despite all their narcissistic baggage, Gen Y will likely prove that they are ‘special’ and in doing so, deliver a motherlode of money to ‘right-fit’ businesses.
“They’re the neglected middle child. You know, the one that gets overlooked for everything. If you’re not one yourself, then there’s probably one next to you… not that you’d notice. Caught between the Baby Boomers and the Millennials, Gen X is renowned for being ignored and neglected. But don’t despair, social research had finally caught up.
“From the earliest days of retailing, merchants have rewarded customers with perks, to build loyalty. However much like the insidious effects of drugs, price discounting destroys you, your business and your brand. Let’s see why.