Every year is more challenging than the previous one in the battle for consumer attention. New generations have drastically different habits and ways of interacting.
We believe the key lies in proper collaboration between retail and digital. By testing different types of content and thoroughly analyzing users—their habits, needs, and what truly attracts them—you will know how to approach them and what to offer.
Perhaps the biggest challenge is keeping up with the needs of every generation, especially Generation Z and Alpha, who currently dominate the market. The generational differences are probably familiar to most:
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Generation Z and Alpha: Known for their short attention spans and preference for trendy content on platforms like TikTok and Instagram. Their rapid consumption of information often means they have limited attention for deeper understanding or critical evaluation of ethics.
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Millennials: This generation faces a unique situation: due to the fast evolution of the digital environment, they stand between Gen Z/Alpha and Gen X/Baby Boomers — often feeling disoriented and unsure about what is "right" or "wrong" in communication.
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Generation X and Baby Boomers: These generations have established habits and opinions and often find it difficult to connect with the fast-moving trends and platforms of younger generations.
This diversity in generational behavior presents a significant challenge for brands. How can you stand out from the competition and secure a unique market position when each group requires a different approach?
With the rise of TikTok, influencers, and Reels, many brands have faced questions like:
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"Why does some content perform better than others?"
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"Are slogans/messages becoming slang, and do they really reflect the brand’s values?"
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"Who are the right brand ambassadors, and do they leave a memorable message?" (e.g., Grand Kafa’s ambassadors Dragan Nikolić and Milena Dravić)
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"How should I address the audience?"
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"Is this too much?"
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"Should I shoot the campaign with a phone to save budget for something else?"
We believe that continuous analysis and observation of the target group is the only right path.
Trends we believe will define 2024:
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Hyper-personalization:
User expectations have increased. They no longer want generic ads but ones tailored to their specific interests with personalized messages. -
Micro-influencers and peer influence:
Recommendations from "real people"—collaborations with micro-influencers or showcasing positive user reviews and experiences—can be extremely effective. -
Authenticity and transparency:
Transparent and authentic ads that don’t feel intrusive but rather show real experiences and stories. -
Ethics and social responsibility:
Given the growing trends of environmental concern and social responsibility, consumers increasingly choose brands that have a positive impact on the world. -
Focus on experience:
Ads leading to landing pages with relevant content, clear calls to action, and a simple purchasing process have a better chance in the market.
Brands must understand the unique needs and behaviors of each generation to create authentic and relevant communication that maintains their market position and builds lasting consumer relationships through proper customer journey mapping.