emerging
Cross-Generational Content
Content is increasingly resonating across generations, driven by shared digital experiences and a blurring of traditional age boundaries.
Timeframe
near-term
Categories
Impact areas
Detailed Analysis
A shift in the cultural zeitgeist is blurring generational lines in content consumption. Shared digital platforms, like TikTok, and evolving interests are creating opportunities for brands to engage wider audiences with cross-generational content. As the report states, “Today, we increasingly share the same digital language, social platforms, and cultural moments, regardless of age.” This trend is further amplified by the rise of 'Granfluencers' – older content creators resonating with younger audiences. The LEGO and Nike partnership exemplifies this, aiming to merge sport and play to appeal to both children and families, reflecting a broader trend of high-profile brand partnerships reshaping consumer markets.
Context Signals
73% of US adults aged 50-64 own a smartphone and 69% use social media.
The rise of 'Granfluencers' challenging age stereotypes.
The LEGO and Nike partnership targeting multiple generations.
Edge
Brands will develop sophisticated audience segmentation strategies that go beyond traditional demographics.
Nostalgia-driven marketing will become increasingly prevalent, appealing to shared memories across generations.
Cross-generational influencer collaborations will become a powerful marketing tool.
