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SXSW 2018

Generationism – Is it Just Astrology for Marketers?

Culture has fragmented exponentially over the years and, due to the emergence of social media and AI, we can now achieve unprecedented levels of insight.

Yet we continue to stereotype each generation based on truisms that also applied years ago. The result – repurposed content and communications that fail to resonate.

We should drop universal generalisations and use our new data streams to create microsegments, built on behaviours and attitudes around topics, regardless of birth cohort.

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  1. 1. Is generationism still a valid approach to understanding global citizens given the fragmentation of beliefs and sub-cultures?
  2. How can social data analysis help us build a category-specific view of each generation and their likely reaction to and impact on future events?
  3. How can we create more empathetic content and communications, targeting people not birthdays?



Oliver Lewis, Insights Dir, The Conversationalist Agency

Meta Information:

  • Event: SXSW
  • Format: Solo
  • Track: Brands & Marketing
  • Track 2
  • Level: Intermediate
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