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Generational marketing in 2022 and beyond

Marketing today faces an unprecedented challenge. How to market to more generations than ever before? Older generations are living longer, and younger ones have more spending power earlier on. Each generation comes with a unique set of expectations from brands.

Written by Joe Hepburn

Head of Insight at RBH Creative Communications. Helping your brand work smarter.

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Alright! Alright! Alright! The way to SXSW

Alright! Alright! Alright! The way to SXSW

I’m sat in a 100-year-old cinema in Austin, Texas, about to watch the premiere of John Wick 4, and Keanu Reeves – yes, really – brushes past my seat. Later that night I’ll be in a small venue to watch New Order blow the roof off. Later that week I’ll attend talks by Robert Downey, Jr and William Shatner. I’ll enjoy free Guinness at the Irish Music Embassy on St Patrick’s Day. I’ll walk 200,000 steps, see countless talks and attend 27 gigs in 11 days.

So, how did this happen?

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