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It is no surprise that advertising has evolved greatly. Gone are the days of being able to trap consumers into constant TV ads or radio content. Previously a marketer could force its content on consumers, while now the avenues and the content need to be more planned and more specific.
This means ads need to be more targeted and find the consumer in the buying moment and due to the nature of smartphones, this is not as difficult as before, as people are constantly searching for and most importantly buying new products and services on a regular basis, compared to traveling to a specified shop.
Simply speaking about the product features or brand philosophy is not enough however, advertising needs to speak to the progress someone is trying to make. Particularly for Gen Z, a demographic that has grown up in a digital-first world, traditional TV advertisements are not just ineffective; they seem antiquated.
When live TV does capture their attention, it's often a mix of foreground and background — a shared screen to the smartphones that are now a fixture of watching entertainment. This shift has profound implications for advertisers. The challenge is no longer just about creating compelling content but finding and engaging consumers at the right moment, in the right context.
This real-time, targeted approach requires a deep understanding of where these consumers spend their time and what they care about. Traditional broad-spectrum advertising strategies don’t work as well because they fail to acknowledge the individualized paths of discovery and purchase that characterize today's consumer journey.
In an environment where attention is fragmented and fleeting, merely highlighting product features is insufficient. Today's advertising must connect with consumers on a more meaningful level, addressing the progress they wish to make in their lives — a concept central to the Jobs to be Done (JTBD) framework. This strategy shifts the focus from the product itself to the underlying reasons consumers buy products: to fulfill specific needs or "jobs" in their lives.
The digital discovery process has led to a reshuffling of the traditional ‘brand funnel’. Content creators have a significant impact on consumers' awareness and consideration of products and brands. At the root of active and passive considerers is the JTBD and in their pursuit to find what solves their jobs - they turn to influencers who break it down for them rather than trying to wade through marketing, reviews or searching for themselves.
What we currently see in the market is:
Let’s consider the trend of collecting Stanley cups, a phenomenon driven by more than just the utility of the product. For Stanley cup enthusiasts, the appeal lies in the joy of matching these accessories with outfits, expressing personality, and experiencing the satisfaction of acquiring limited-edition items.
This behavior underscores a fundamental aspect of modern consumerism: the quest for personal expression and the emotional gratification derived from the act of collecting.
Similarly, we recently saw the resurgence of fur coats amongst younger consumers. While the resurgence of the fur aesthetic among Gen Z and millennials was initially perceived as a TikTok trend, it has transcended social media algorithms to become a significant fashion statement. Emulating iconic styles from characters like Carmela Soprano and celebrities such as Kendall Jenner and Ice Spice, this movement toward vintage or faux fur represents a complex interplay of nostalgia, environmental consciousness, and the desire for individual expression.
The fashion industry's pivot to incorporating vintage and upcycled fur, alongside the growing thrift culture among younger consumers, highlights a shift towards more sustainable and ethical fashion choices. However, the challenge of distinguishing between upcycled and newly harvested fur presents a moral dilemma, underscoring the importance of transparency and responsibility in fashion design and consumption. This trend's evolution from a social media phenomenon to a broader cultural shift illustrates the power of Gen Z and millennials in reshaping fashion narratives. We can see how there is a need for advertising and product development to align with the values of sustainability, authenticity, and ethical considerations. As brands navigate this landscape, the responsibility lies in promoting products that not only cater to aesthetic trends but also resonate with a generation that values action over words. These trends illustrate the importance of understanding consumer motivations at a granular level, enabling advertisers to craft messages that resonate deeply and drive engagement.
On platforms like TikTok, users are often looking to achieve multiple "jobs," including entertainment, learning new skills, discovering new products or trends, and connecting with communities that share their interests. Each of these represents an opportunity for brands to engage users in a meaningful way by facilitating the accomplishment of these jobs.
This product became a sensation almost overnight, thanks to numerous TikTok users sharing their transformational blowouts. Revlon capitalized on this by encouraging more user-generated content, showcasing the diverse range of hair types and styles that could benefit from their product, further amplifying sales. Additionally, this product positioned itself as an affordable substitute for the Dyson hair wrap.
Duolingo,a popular language-learning app uses gamified lessons to teach various languages and has triggered significant discussion online due to its persistent daily notifications to encourage users to complete lessons. Rather than taking offense, Duolingo embraced the humor, creating TikToks that portrayed Duo as a humorous yet menacing figure who pursues users to ensure they complete their lessons, use Google Translate, and other related tasks. This clever marketing move resonated with the TikTok community, rapidly boosting brand awareness and demonstrating to other brands the value of engaging younger audiences through current trends and authentic content on social media platforms.
In conclusion, the future of advertising lies in its ability to understand your audience deeply, engage them authentically, and be present in the moments that matter most.
