Marketers are demographic obsessed. For some reason, as an industry, we see someone’s birth year as their defining characteristic. With this, we ascribe to them all sorts of traits and behaviours, when in reality, these traits could apply to anyone.
I have yet to hear a single descriptor of a generation that sounds any different from how another generation has been perceived. We know the claims that are usually made: a new generation ‘wants brands to be authentic’ or they ‘value experiences’ – as did the generation before them. Sure, age may point to a certain life stage, but there’s more to it than that. Generations are fake and it’s time for the industry to change this way of thinking.
Defining Generation TikTok
We often hear that sentiment in relation to the TikTok community. Too often we confine the variety and pace of that very special group of people to a single defining feature: youth. While Gen Z undoubtedly makes up a large chunk of our audience, the characteristics of the people on the platform simply cannot be limited to a segmentation driven by the number of years one has lived.
The truth is that Generation T (for TikTok, of course) is age-agnostic. It’s wrong to treat generations as separate groups with very different characteristics, because on TikTok, mindset trumps generations.
Different age groups may lightly mock each other on the platform – such as in the ‘War of the Emojis’, where so-called Millennials and…