Content farms on ring roads and bypasses churn out heaps of junk for what, even recently, were reasonable media companies. So a legion of DIY pollsters bombard everyone – not just these poor millennials – with pointless, relentlessly devaluing and utterly ignorable polls.
The exciting stuff often starts with Unilever. Look at IIex this week and see how many of the presentations start with someone talking with Unilever. It hasn’t happened by accident – they’ve developed a system that enables that.
In literally every example we’ve seen where clients have done any of these steps, no matter the category or country, it has delivered enormous benefits.
This is a very large petard. And a lot of people are making some elementary handling errors (let’s be charitable).
The objective, of course, is easy copy and easy clicks. For this industry, it’s terribly tabloid, and likely to prove pernicious.
The consumer’s lack of desire to find out the real stories generally means that they can be taken for a massive ride.
Some manufacturers are treating the major trends that are disrupting their industry as the elephant in the room. How to spot the cracks and avoid the gaps.
Or is that just me?
The issue remains that, like it or not, lots of companies are simply producing ideas for people who are demographically the same as them – or worse: the same as their marketers or agencies.