"The new esperanto. Marketing across generations for the new generations of marketing."
The volume, edited by journalist Giampaolo Colletti, outlines the new scenarios in marketing and communication and represents the pinnacle of the cultural operation of the Club, the think tank of Best Brands, which included collaborations with Amazon, JBL, Dash, Lego, Mattel, Nutella, PayPal, Samsung, Tempo, and Xbox.
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Beyond Apparent Differences, There’s a World That Unites Us
Beware of stereotypes. This is easier said than done, as these preconceptions are notoriously hard to eliminate. However, a recurring theme in all the stories within Book Three, dedicated to the new erof marketing professionals, is the necessity to transcend preconceived notions. This current era provides us with extraordinary tales that are interconnected. Consider the example of Taiwan couple Hsu Sho-Er and Chang Wan-Ji, aged 84 and 83, who run a small laundry business together. They have gained significant online popularity, particularly on Instagram and TikTok, and captivated thousands of young followers with an innovative project which, inspired by their grandson, involves them wearing the many items of clothing forgotten by customers over the years.
This initiative not only adds a playful element but also promotes ongoing intergenerational dialogue, now more significant than ever. As Nicola Palmarini, director of the UK's National Innovation Centre for Ageing, stated in an interview with Sole24Ore, “Never before have five generations found themselves sharing the same workspace or voting for the same politicians. In addition, with the rise of Generation Alpha, we must deal with the notion of generational fluidity”. Ultimately, as a demographically diverse generation, we have never been so closely connected yet so far apart: it’s time to move beyond age-defined clusters to what is becoming an Esperanto of generations. The Best Brands are acutely aware of this shift. They have courageously opted to leave behind outdated past targets and adopt new intergenerational strategies, facilitating communication, dialogue and growth among different age groups. This shift is reshaping strategies and inevitably influencing marketing and communication campaigns. Therefore, the Best Brands are adopting narratives that fluidly span across generations. They are creating a framework that steers clear of cramming advertisements with .the usual displays of diversity or fostering interactions where the elderly strive to mimic or adapt to the young. What insights, then, can marketing offer to the upcoming generations of marketing professionals?
Book Three presents a kaleidoscope of Best Brand actions and narratives, with a multi-generational context applied to a variety of content and a transformation of channels in a multigenerational context. The challenge is to dialogue with everyone and exclude no one. After all, beyond the apparent age differences, there’s a world that unites us.
GIAMPAOLO COLLETTI
Journalist and Author
