Kicking GenFrenzy for touch
Moving beyond generational stereotypes to embrace individual preferences
“Every generation
Blames the one before
And all of their frustrations
Come beating on your door…”
— The Living Years by Mike + the Mechanics
At the start of September, I was gifted tickets to a Paul Carrack concert at Bristol Beacon Theatre. Admittedly, I had never heard of the singer-songwriter before but ended up thoroughly enjoying the performance. I was surprised to hear The Living Years among his hits and learned that Carrack became Mike + the Mechanics’ lead vocalist in 2004. Without those gifted tickets, this would still be unknown to me - and Carrack wouldn’t have gained another lifelong fan.
But what does this have to do with events?
Throughout September, I’ve attended several media and communications events - both virtual and in-person. During many of the presentations and discussions, the opening lines of The Living Years became an earworm. Multiple conversations revolved around something I call “GenFrenzy” - an almost obsessive focus on age and generational stereotyping to facilitate conference talk, filled with jargon around “audience segmentation”, understanding “cultural shifts”, or adapting to “technological engagement”.
You’re not in a box!
Maybe it’s because I’m pushing 60 and feel 14 that I just don’t get it. Does it really matter that some of us are labelled Boomers, Gen X, Millennials, Gen Z, or even now Gen Alpha? If anything, these labels are a lazy way to box in consumers. As a radio ad goes, “You are not an egg, you are not in a box!”
From where I stand, this simplistic approach overlooks the complexity of human behaviour. Marketers - and communicators - need to move beyond these labels and focus on individual behaviours, socio-economic factors, cultural differences, and how people adapt to technology. These aspects cut across generational divides.
This is why I was relieved when, at the recent PRCA Conference in London, George Montagu of FT Strategies debunked the myth that younger generations aren’t interested in news. FT Strategies’ study, conducted in the US, India, and Nigeria, found that younger people are, in fact, interested in news - just not in its current format. (Neither am I - I feel like throwing a brick at the TV every time BBC News comes on.)
Montagu explained that young people want news in convenient formats and on platforms where they already are. “They don't want it to require any more effort than necessary,” he said. In the words of Montagu: “Remember the TV broadcast era where you've got half an hour for the news and you got to fill it with some shit here and there to fill the gaps? There is no need for a standard format.”
An interface that adapts to you
So, what does this research say about generations? Nothing. It’s all about preference -how you prefer to consume news. And those preferences are shaped by individual behaviour, socio-economic background, cultural differences, and how you have adapted to technological change. Now take any other matter - let’s say how you listen to music, want to find a partner, go shopping or dine - and the same principle applies.
To communicate, especially in event comms, we need a new formula to hit the target. And this is not as complicated as it seems. It might take harder work, more data, and critical thinking but it can be done.
And then we also have AI. Generative User Interfaces (GenUI) can create real-time, personalised interactions for individuals. With GenUI, users can read, listen, or watch content that adapts to their needs. A news app might offer audio summaries for one user and in-depth analysis for another, all based on individual preferences.
Now, imagine how GenUI could change how we listen to music, find a partner, shop, or dine. But even more exciting is how GenUI will change the way we communicate before, during, and after events.
As someone who's nearing 60 but feeling 14, I can’t wait!