ATTENTION GENERATION NEXT! BEATING THE ATTENTION DEFICIT FOR YOUNG AUDIENCES
WHEN WE THINK ABOUT WHAT IT’S LIKE TO BE YOUNG, WE NATURALLY THINK BACK TO OUR OWN CHILDHOOD; PLAYING IN THE STREET, DISCOVERING MUSIC ON THE RADIO, ONLY HAVING FIVE TV CHANNELS TO CHOOSE FROM WITH ONLY THREE CARRYING ADVERTISING.
The generation Ipsos Connect are looking at in this paper, Generation Next, are born after 1990 and therefore all under 25. Dealing with this unique generation who are ‘growing up digital’ is a cultural challenge for most marketers, many of whom are not digital natives. These kids and teens are growing up in an always on, constantly evolving, media and tech landscape.
The environment for brand communications is diversifying. Brands are no longer competing just for ad space, they are
competing for attention against a wide variety of sources from Taylor Swift videos and Vine stars to personal social media streams where the drama, excitement and relatability of Generation Next’s social circles are played out. With a
dizzying array of multiple content choices at their fingertips, how do brands even try to compete for their attention?
This plethora of choice is making Generation Next increasingly demanding, and therefore the old tried and tested approaches to gain their attention are becoming less effective. The classic mantra of ‘right place, right time’ has never been more important, but with the increasing fragmentation of the environment, identifying this sweet spot is becoming more difficult. However, it is not an impossible task, and by getting closer to Generation Next, we see there are patterns that emerge and principles of engagement, to help ensure marketers have the best opportunity of reaching and connecting with their audiences.
