In a digital-first world, the way younger generations perceive advertising is evolving rapidly. From the importance of authenticity to the role of AI in personalizing experiences, the current landscape demands a fresh approach.
Trinity Taylor, New Business and Account Manager at Lucky Generals, speaks on her experience as a Gen Z professional and how brands stay tapped in to their audience’s evolving interests.
How do you think younger generations’ digital upbringing influences their perspective of advertising? How do you see their consumer behaviors and preferences shaping the strategies used by agencies?
As a Gen Z professional, our digital upbringing has fundamentally shaped how we view and interact with advertising. We’ve grown up in a world where ads aren’t just billboards or TV spots; they’re integrated into our daily online experiences.
While previous generations engaged with more curated platforms like Instagram, we’ve both gravitated toward and played a role in creating the raw, authentic content seen on platforms like TikTok, where realness and relatability thrive.
This has made us more discerning and often more skeptical — if an ad feels inauthentic or forced, we’ll swipe past it without a second thought. We value transparency, relatability, and realness, which is why brands that embrace these qualities are the ones that catch our attention.
Our consumer behaviors, which lean heavily on quick, snackable content and peer recommendations, are pushing agencies to rethink their strategies. It’s no longer just about selling a product—it’s about creating a connection.
This shift means that agencies need to focus more on storytelling, community building, and creating content that feels organic rather than overly produced. The brands that succeed are the ones that engage with us in a way that feels genuine and aligned with our values.
How effective is AI in engaging with younger audiences? Is it a game-changer or just a buzzword?
AI can be very effective in engaging younger audiences, but only if used thoughtfully. When done right, it personalizes experiences, making content feel more relevant and tailored. For example, AI-driven algorithms can enhance our online interactions by suggesting products, music, or content based on our behavior.
But let’s be honest—we can also spot when AI goes a bit rogue (we’ve all seen those AI-generated images where people end up with 14 fingers). If it feels off or inauthentic, it can backfire.
AI has the potential to be a game-changer, but only when used correctly, enhancing creativity and connection without losing the human touch.
In what ways do you leverage your understanding of digital trends and social media culture to create more impactful advertising campaigns?
Understanding digital trends and social media culture is like having a roadmap to your audience’s evolving interests. Staying ahead means tapping into what resonates — whether it’s emerging platforms, viral challenges, or shifts in communication styles.
Take, for example, our recent work with Bed Head’s ‘The Lab of Life’ campaign, which leveraged a “break the fourth wall” approach. Inspired by the way Fleabag nailed that personal connection with viewers by having the protagonist speak directly to them, we used the same approach to bring the viewer closer.
This allowed the audience to feel more involved in the action, encouraging them to engage and share organically across social platforms. By using this authentic and modern technique, we ensured the campaign resonated with the audience in a meaningful way, amplifying both its impact and reach.
Do you feel that the advertising industry will, or has already, shifted towards leaning into early 2000s nostalgia trend?
The advertising world has definitely jumped on the Y2K nostalgia bandwagon, with early 2000s vibes popping up everywhere. Take Klarna’s “House of Y2K” pop-up, for example—it brought back the early 2000s in all its colourful, retro glory with throwback tech and design.
This shows that nostalgia isn’t just about one era; whether it’s Y2K, the ‘70s, or any other decade, it’s all about tapping into that warm, familiar feeling in our often hectic lives. What really matters is how we use this nostalgia.
It’s not just about throwing in some retro visuals or sounds; it’s about keeping things authentic and genuinely connecting with people’s memories. Looking ahead, I’m excited to see more campaigns that mix modern tech with nostalgic flair, creating that perfect blend of past and present that hits home with audiences.
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After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.
We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.
Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.
Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.
Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.
Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.
