“Today's youth nonplussed by marketing messages designed by a generation that is out of the past”.
“It would appear that South African Generation X'ers (those born in the 1970s and 1980s) and even "millennials" (born in the 1990s) are bored by the ‘boomer penchant for nostalgia and products endorsed only by people of their own generation’. The youth are looking for relevance and creativity that is unique to their generation and country.”
“The problem could be that most publishers and advertisers come from a different generation and are not necessarily as in touch with their target market as they might be."
“Boomers are today's marketers and decision makers. They are not necessarily the consumers and they do not always understand what inspires younger generations."
This inversion of the statements you would expect to read from the European press might be explained by the fact that the media age of the population in South Africa is 24.7 year. In the US the figure is 38.7 years and in Italy a startling 41.4 years. When it is said that South Africa is young country, this is what it means!
The article talks about the new on-line bank 20twenty and how it has become very popular with young South Africans. The bank’s advertising uses the phrase ‘The Impossible Possible'. The person responsible for the 20twenty account says: "The bank is a challenger brand and as such the advertising is different, even disruptive. After all, banking is one of the most conservative sectors of business and here, with a 21st century styled e-bank, we are appealing to web-savvy risk-takers who are prepared to try something different and enjoy the benefits. "The advertising reflects this and is created to touch a chord with the younger set which has better things to do than give lengthy consideration to things like banking." Dick Stroud: www.20plus30.comThe web site is a really good example of designing something for a well defined target audience, the young. Nothing wrong with that.
20twenty
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