We've had the MTV generation, we've had generation X and Y and we are now experiencing the Cyber generation. These guys are not geeks, or cyborgs for that matter, but in demographic targetting terms, they are 16-24 year olds, and of course those younger. One has to think that each of these generations are just the same guys over and over again but with more technology at their fingertips each time.
I read a quote recently which really puts their mentality in perspective
"Lily Fucking Allen, what is she all about?! Not signing autographs at Glasto, we made her and can break her" [sic]
With the power of the internet at their finger tips, CyberGens are not only too eager to berate, but will take pride in breaking brands down. A deadly force to be reckoned with.
As Friedman said, "More than ever we can now be producers, not just consumers". This is quite liberating but also disconcerting seeing as a negative reviews carry a much great weight over positive ones. This amplifies the emphasis on authenticity and a need towards consumer focused behaviour. I couldn't think of many things worse than a bunch of angry youths after you.
However, when brands harness the public well, through various methods such as crowdsourcing, the outcome is extraordinary. Muji provides us with an excellent example of crowdsourcing. They upload new NPD's on to a website and ask consumers which they ones they like. In turn, this product goes in to production. Simple, but brilliant.
Walkers 'do us a flavour' is another fantastic award winning consumer centric campaign that gripped the nation.
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