This document provides an overview of Generation Edge (ages 10-25), who have grown up with technology integrated into all aspects of their lives. Some key points:
- They think about and experience technology differently than older generations, seamlessly integrating it into socializing, education, creativity, and more.
- Growing up with constant connectivity and access to information has made them adaptable, self-reliant learners who challenge traditional structures and see the online world as a space for experimentation.
- Social media is both a source of conflict for managing their image and relationships, and a way to strengthen community.
- They are advancing conversations around gender, with more fluid conceptions of identity.
Tired of hearing "Millennials have been decoded, debunked, everything you need to hear" then "everything you've heard is wrong"... This isn't that at all. See why we think this generation deserves more than a few statistics and bold claims to tell their story. There’s a lot contradictory info on this generation, but that’s because they’re full of contradictions themselves.
Welcome back to The Generation Edge series, our monthly magazine exploring the identity, values, and lifestyle of the post millennial generation. People born after about 1995, the eldest of which are 19 now. We call them Generation Edge.
In this edition we explore how Gen X parents are shaping this new generation. Because, like it or not, our parents exert tremendous influence on the people we become...
Welcome back to The Generation Edge series, our monthly magazine exploring the identity, values, and lifestyle of the post millennial generation. People born after about 1995, the eldest of which are 19 now. We call them Generation Edge.
In this edition we explore Gen Edge's rebellious attitude. This is a generation that fully intends to speak out and shake things up. But it's not rebellion as we know it - Gen Edge has redefined it...
The Sound explores the perceived fringes of culture to illuminate how emerging ways of being are shaping mass culture and changing the human condition.
FRINGESTREAM is a new way of thinking about mass behaviours and values.
FRINGESTREAM is when fragmentation becomes the new normal.
Mainstream culture used to represent the majority story..
In the pre-digital and pre- globalized world, mass culture dominated with fringe cultures existing only on the, er, fringes...often in direct opposition to mainstream values and behaviors.
Now things have changed. Living in a globalized and digital age, mass culture is now heavily inflluenced and shaped by fringe behaviors and ways of being.
FringeStream is the new Mainstream

You've no doubt heard about Millennials (also known as Generation Y, born after 1980) for years now. ... Born after 1995, members of the emerging Gen Z are expected to become the dominant business influencers of tomorrow
This version of my Generation Z insight presentation was prepared for the Institute of Directors and so has some social innovation and cause specific insights towards the end. Some of the images are not my own, and their origins are unknown, if they are yours and you want them removed let me know.
As part of our monthly presentation on the post-Millennials, we're exploring Gen Edge's philanthropic spirit, social consciousness, and entrepreneurial attitude towards making the world a better place.
Newton’s Third Law of Physics states “For every action, there is an equal and opposite reaction” – and Y&R’s Global Planning Director Sandy Thompson has found this to be true for consumer trends, as well. She and her global planners put together "Trends with Tension," a new report that examines how emerging trends tend to have two, oppositional sides.
Tired of hearing "Millennials have been decoded, debunked, everything you need to hear" then "everything you've heard is wrong"... This isn't that at all. See why we think this generation deserves more than a few statistics and bold claims to tell their story. There’s a lot contradictory info on this generation, but that’s because they’re full of contradictions themselves.
Welcome back to The Generation Edge series, our monthly magazine exploring the identity, values, and lifestyle of the post millennial generation. People born after about 1995, the eldest of which are 19 now. We call them Generation Edge.
In this edition we explore how Gen X parents are shaping this new generation. Because, like it or not, our parents exert tremendous influence on the people we become...
Welcome back to The Generation Edge series, our monthly magazine exploring the identity, values, and lifestyle of the post millennial generation. People born after about 1995, the eldest of which are 19 now. We call them Generation Edge.
In this edition we explore Gen Edge's rebellious attitude. This is a generation that fully intends to speak out and shake things up. But it's not rebellion as we know it - Gen Edge has redefined it...
The Sound explores the perceived fringes of culture to illuminate how emerging ways of being are shaping mass culture and changing the human condition.
FRINGESTREAM is a new way of thinking about mass behaviours and values.
FRINGESTREAM is when fragmentation becomes the new normal.
Mainstream culture used to represent the majority story..
In the pre-digital and pre- globalized world, mass culture dominated with fringe cultures existing only on the, er, fringes...often in direct opposition to mainstream values and behaviors.
Now things have changed. Living in a globalized and digital age, mass culture is now heavily inflluenced and shaped by fringe behaviors and ways of being.
FringeStream is the new Mainstream

You've no doubt heard about Millennials (also known as Generation Y, born after 1980) for years now. ... Born after 1995, members of the emerging Gen Z are expected to become the dominant business influencers of tomorrow
This version of my Generation Z insight presentation was prepared for the Institute of Directors and so has some social innovation and cause specific insights towards the end. Some of the images are not my own, and their origins are unknown, if they are yours and you want them removed let me know.
As part of our monthly presentation on the post-Millennials, we're exploring Gen Edge's philanthropic spirit, social consciousness, and entrepreneurial attitude towards making the world a better place.
Newton’s Third Law of Physics states “For every action, there is an equal and opposite reaction” – and Y&R’s Global Planning Director Sandy Thompson has found this to be true for consumer trends, as well. She and her global planners put together "Trends with Tension," a new report that examines how emerging trends tend to have two, oppositional sides.
It is estimated that by the year 2014, 36% of the workforce will be composed of Millennials, rising to nearly 50% in 2020. Born between 1981 and 2000, Millennials are a generation of individuals raised with technology and motivated by progress. Unlike previous generations, these individuals are disrupting traditional business models and demanding products that connect them with the world. Speed, innovation and collaboration are the key tools needed by organizations in order to keep this generation engaged. This presentation will examine the factors that differentiate Millennials from other individuals, offer insight into the unprecedented impact this generation is having on the enterprise, and detail strategies that companies may employ to transform Millennials’ unique abilities into a competitive advantage in today’s workplace.
Every year, planners at Y&R share a roundup of today’s most interesting trends and their inherent tension. This year’s North American Trends with Tension report takes on an array of topics from big data to PC culture to food fetishization.
Over the past 10 years men have been portrayed as idiotic, coddled, domestically challenged buffoons, never to be trusted (especially with their own children). However, considering recent reports and failed brand efforts targeting contemporary men ... we thought we'd take a closer look. Check out our latest contextual piece exploring contemporary masculinity.
The 'Hunger Games' Generation: 7 insights into 'Gen Z'Brand Genetics
Whether or not they’re your target audience today, Gen Z are already starting to influence how the world works. Their traits are only just starting to emerge but they show a marked difference to Gen Y / Millennials. Brand Genetics distilled existing studies and its own experience to uncover key Gen Z needs, identifying 7 relevant innovation opportunities that can help your business stay ahead of the game.
No guts, No glory: 5 steps to become a brave new marketerJoeri Van den Bergh
Our world is changing rapidly. Technology is developing faster than ever. Information is shared and made available everywhere.
This InSites Consulting marketing paper on Generation Y is based on interviews with 21 global marketing executives from various industries (such as Converse, Heineken, Abercrombie & Fitch, BBC, Microsoft, Reckitt & Benckiser and many more) and it offers a 5step plan for marketers to improve their marketing towards the demanding Gen Y customers.
Consumers of Tomorrow - Insights and Observations About Generation Z★ Duong Vo ★
Examines Generation Z and the defining traits and trends of the age group. Provides insight into the implications for companies trying to target this unique generation of consumers
China’s brands haven’t yet made a notable impact on the global consumer market, but will that change in the near future? Before the country can develop a cohort of strong brands, its marketers will have to remake what “Made in China” means to consumers. A leading crop of Chinese brands are already chipping away at some of the key factors standing in the way of global success as China actively seeks to export more than just the rest of the world’s manufactured goods.
This report details the external and internal factors hindering the efforts of Chinese brands to take root in developed markets. It also details some of the strategies that prominent brands, from Lenovo and Li-Ning to Haier and Huawei, are deploying to knock down these roadblocks.
frAGILE - Is NextGen marketing more chemistry than science?Joeri Van den Bergh
In today’s post-truth society change comes rapidly and unexpected. How do brands speed up their NextGen (Gen Y & Z) marketing strategies to get ready for the new decade? Based on dozens of international expert interviews with senior marketing executives of renowned brands (such as PepsiCo, LEGO, Freitag, LEVI’s, Beiersdorf, Audible, MasterCard, AB InBev, eBay, IKEA, Tommy Hilfiger…), Joeri Van den Bergh (Co-founder & NextGen expert) shares insights on brands that bond beyond disruption.
From sock hop to Snapchat: How generational differences affect product designUserTesting
Generational differences have a huge impact on how people interact with today’s tech products. Guthrie Weinschenk, COO of The Team W, shares the truths and myths about generations based on extensive research. He’ll offer tips on using these insights to better understand your target audience and improve your product’s design.
It is estimated that by the year 2014, 36% of the workforce will be composed of Millennials, rising to nearly 50% in 2020. Born between 1981 and 2000, Millennials are a generation of individuals raised with technology and motivated by progress. Unlike previous generations, these individuals are disrupting traditional business models and demanding products that connect them with the world. Speed, innovation and collaboration are the key tools needed by organizations in order to keep this generation engaged. This presentation will examine the factors that differentiate Millennials from other individuals, offer insight into the unprecedented impact this generation is having on the enterprise, and detail strategies that companies may employ to transform Millennials’ unique abilities into a competitive advantage in today’s workplace.
Every year, planners at Y&R share a roundup of today’s most interesting trends and their inherent tension. This year’s North American Trends with Tension report takes on an array of topics from big data to PC culture to food fetishization.
Over the past 10 years men have been portrayed as idiotic, coddled, domestically challenged buffoons, never to be trusted (especially with their own children). However, considering recent reports and failed brand efforts targeting contemporary men ... we thought we'd take a closer look. Check out our latest contextual piece exploring contemporary masculinity.
The 'Hunger Games' Generation: 7 insights into 'Gen Z'Brand Genetics
Whether or not they’re your target audience today, Gen Z are already starting to influence how the world works. Their traits are only just starting to emerge but they show a marked difference to Gen Y / Millennials. Brand Genetics distilled existing studies and its own experience to uncover key Gen Z needs, identifying 7 relevant innovation opportunities that can help your business stay ahead of the game.
No guts, No glory: 5 steps to become a brave new marketerJoeri Van den Bergh
Our world is changing rapidly. Technology is developing faster than ever. Information is shared and made available everywhere.
This InSites Consulting marketing paper on Generation Y is based on interviews with 21 global marketing executives from various industries (such as Converse, Heineken, Abercrombie & Fitch, BBC, Microsoft, Reckitt & Benckiser and many more) and it offers a 5step plan for marketers to improve their marketing towards the demanding Gen Y customers.
Consumers of Tomorrow - Insights and Observations About Generation Z★ Duong Vo ★
Examines Generation Z and the defining traits and trends of the age group. Provides insight into the implications for companies trying to target this unique generation of consumers
China’s brands haven’t yet made a notable impact on the global consumer market, but will that change in the near future? Before the country can develop a cohort of strong brands, its marketers will have to remake what “Made in China” means to consumers. A leading crop of Chinese brands are already chipping away at some of the key factors standing in the way of global success as China actively seeks to export more than just the rest of the world’s manufactured goods.
This report details the external and internal factors hindering the efforts of Chinese brands to take root in developed markets. It also details some of the strategies that prominent brands, from Lenovo and Li-Ning to Haier and Huawei, are deploying to knock down these roadblocks.
frAGILE - Is NextGen marketing more chemistry than science?Joeri Van den Bergh
In today’s post-truth society change comes rapidly and unexpected. How do brands speed up their NextGen (Gen Y & Z) marketing strategies to get ready for the new decade? Based on dozens of international expert interviews with senior marketing executives of renowned brands (such as PepsiCo, LEGO, Freitag, LEVI’s, Beiersdorf, Audible, MasterCard, AB InBev, eBay, IKEA, Tommy Hilfiger…), Joeri Van den Bergh (Co-founder & NextGen expert) shares insights on brands that bond beyond disruption.
From sock hop to Snapchat: How generational differences affect product designUserTesting
Generational differences have a huge impact on how people interact with today’s tech products. Guthrie Weinschenk, COO of The Team W, shares the truths and myths about generations based on extensive research. He’ll offer tips on using these insights to better understand your target audience and improve your product’s design.
PHD USA, an Omnicom Group agency, hosted a six-month fellowship to provide 7 students at UGA Grady College of Journalism and Mass Communication with multidisciplinary marketing communications experiences that focuses on the growing convergence between public relations, marketing and advertising and its affect on the Millennial generation. This report includes the compilation of insights that we uncovered through online surveys, in-depth interviews and focus groups.
What Do You Need To Know For Marketing To Digital, Mobile And Social Teens?Dr. William J. Ward
What Do You Need To Know For Marketing To Digital, Mobile And Social Teens?
- The digital landscape from a teen's perspective
- Social media facts and figures related to teen media usage
- Five tips to sparking valuable conversations through engaging content
17 Cartoons That Will Change Your Business by @BrianSolis @GapingvoidBrian Solis
This special series of cartoons, with short insights from both Hugh MacLeod and Brian Solis adapted from #WTF (www.wtfbusiness.com), will help you see things differently.
N.B. You'll be asked for your email to view this special series of cartoons, with valuable insights from both Hugh MacLeod and Brian Solis.
http://gapingvoid.com/solis-image-download/
The headlines tell us about how Covid-19 has impacted businesses and the boardroom...but what about the bedroom? What's the number one biggest sexual behavior change expected post-COVID? Our quantitative exploration (inclusive of a proprietary survey) has illuminated an eye-opening new reality that is equal parts startling and hopeful. Enjoy our exploratory film and article here: https://www.thesoundhq.com/sex-in-the-time-of-covid-19/
How many Jobs-To-Be-Done exist when it comes to beauty and grooming? Turns out all those showers, shaves and new hairstyles really add up! Find out how The Sound can help simplify it all for you and your brand, using the Jobs to be Done method.
We know creative development research can sometimes feel like a way to kill great ideas. And we think that sucks. We’re here to make sure that doesn’t ever happen to you (again). Read on to learn how!
Human beings went from never sleeping in the same place twice to having home become the center of our lives.
Throughout this journey, home has steadily evolved – from a threadbare shelter to a high-rise penthouse, with each new cultural and technological development changing the meaning of what home is.
Now, home is changing again.
In the 20th century, the home became modern and took on quasi-utopian qualities. It moved from a structure built to ensure the survival of the family unit into a private oasis that separates what is yours from the world. A place where we can be our true selves and have some measure of control over our surroundings.
It is a place of rest and a respite from chaos. It is secure, private and above all else – dependable.
But over the last decade, the modern home has become destabilized, elusive, evasive, more constricted, less secure and broken.
At The Sound, we place individual experience at the heart of our work and expand outwards. So we put our feet on the ground on four continents, immersed ourselves in a wildly diverse range of households, explored the minutiae of home life and bore witness to inspiring stories of struggle, success and adaptation.
We’ve put our learnings into a lovely 50-page report for your reading pleasure.
Over the past year we’ve been taking notes on some fringe trends that have recently emerged or resurfaced. They relate to everything we do: what we eat, how we live, the technology we use and the culture we embrace.
Some have huge implications. Others are just incredibly weird. But all have some potential to disrupt the brandscape and make an impact on our lives.
Every generation has a shared set of experiences, values, and cultural flash points that come together to form distinct expressions of identity. To brush up on your generational differences, check out our latest guide.
Right now, Gen-Xers are doing something utterly revolutionary that is going unnoticed: They aren’t getting “old” and they’ve flipped the entire aging paradigm on its head.
It’s not good enough to simply understand the nature of disunity or recognize the value of empathy. We need to put our ideals and insights into practical action.
Generational cohorts in India are never homogenous. In such a complex and diverse country, there are clear distinctions in the context and attitudes of urban, “small-town” and rural groups, even from the same generation, and understanding that is a story unto itself. However, understanding the attitudes and aspirations of the urban young is a great starting point, as these eventually find reflection in the larger groups throughout the rest of India.
India’s urban young aren’t the same as their western counterparts. Yes, living in an increasingly globalised world engages them in similar debates about geopolitics, draws them towards the same content and even leads them towards the same social and environmental causes. But that’s only scratching the surface.
To truly understand this generation, we must understand the context they come from….
In FringesStream: Food India, we understand the latest movements impacting eating habits, ingredients and food occasions. Check this piece out to find out how India is exploring regional cuisine, reviving a more spiritual outlook towards food consumption and much more.
This month in our ongoing FringeStream series, our monthly magazine exploring how the fringes of culture are shaping mass behaviors, we're digging into the a topic that tempts us all: FOOD. In gaining an understanding of FringeStream Food, we've unearthed some interesting findings that recognize how the simultaneous celebration of food culture and turmoil of traditional food systems have led to mainstream confusion over what to eat. Find out how empowered groups are moving beyond our over reliance on over-processed convenience food to create new opportunities and an increasing Appetite for Conviction.
This month in our ongoing FringeStream series, our monthly magazine exploring how the fringes of culture are shaping mass behaviors, we're digging into the a topic that tempts us all: FOOD. In gaining an understanding of FringeStream Food, we've unearthed some interesting findings that recognize how the simultaneous celebration of food culture and turmoil of traditional food systems have led to mainstream confusion over what to eat. Find out how empowered groups are moving beyond our over reliance on over-processed convenience food to create new opportunities and an increasing Appetite for Conviction.
Welcome to our FringeStream series, our monthly magazine exploring how the fringes of culture are shaping mass behaviors. What happens when fragmentation, diversity and the choice to live differently becomes the new normal?
This month we explore Fallout Families, which challenges us to think about family structures differently and brings to life what new family norms look like, moving beyond the traditional - and increasingly outdated - model of the nuclear family.
In 2014, we asked 60 young people around the world to show and tell us about their generation. We set them the challenge of photographing their lives and describing why the images are important to them and illuminating to us.
The photographs and stories they produced are beautiful, inspiring, and informative – just like the best research should be.
The Generation Edge photography project reinforces The Sound’s belief that Insight is Art.
Inspired by an excerpt of Amy Poehler's book, "Yes, Please", about "women-on-women crime" and driven by out insatiable curiosity to study human behavior, we've decided to dig into the subject of modern-day parenthood.
A little over a year ago we introduced the world to Generation Edge, the generation after Millennials and one we feel is unlike any other...
...this generation are resilient, self-starting reformers. They’ve got a view of the way they want the world to be and understand that they are going to have to be the ones to change it!
We like to think of 2014 as the year of Edge and the talented, tenacious, tech-empowered guys and girls you’ll see over the next 20 pages exemplify what Edge is all about, they are....quite literally, changing the world as we know it!
Welcome back to The Generation Edge series, our monthly magazine exploring the identity, values, and lifestyle of the post millennial generation. People born after about 1995, the eldest of which are about 19 now.
In this edition we explore Gen Edge's critical point of view on education and its impact on their future and the future of the world.
Because these days reading, writing and arithmetic don't add up to anything...
More from The Sound: Exploration Strategy Innovation (20)
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
3. THE SOUND
HELLO
FUTURE
IT’S TIME TO RETHINK THE
SO-CALLED DIGITAL NATIVE
Troll farms, hack attacks, bitcoin ransoms, and ruthless
algorithmic efficiency. The economic certainty of
automation and the existential threat of AI. And of course
the molten-hot flames of a social media dumpster fire that
will surely consume us all. Ugh.
Since we first started exploring the world of Generation
Edge in 2012, it’s safe to say our collective relationship with
technology has grown slightly panicky. Nowhere is this
panic more evident than when it comes to how we perceive
technology’s role in the lives of young people.
Once a story of endless hype, their overuse of gadgets is
now a source of mass anxiety. With some pundits going so
far as to say that smartphones have already “destroyed” an
entire generation. Double ugh.
02
4. There is nothing new about an old-fashioned techno-
panic.
For example: In the 19th century, the preeminent social
critics of the day assumed that the “volatile matter” of a
new low-cost wood-pulp paper would create “volatile
minds”. Spoiler alert: It didn’t.
Every successive generation seems to view its
experience with new technology as a critical juncture for
the human race. And when a younger generation grows
up with even newer technology, the older generations
project their worst fears onto them.
This bias obscures what makes the Generation Edge
experience truly unique. And the focus on the negative,
while important and valuable, ends up concealing the
remarkable.
THE SOUND
HELLO
FUTURE
SHIFT YOUR PERSPECTIVE…
03
5. Generation Edge is the most fundamentally different cohort
since the Industrial Revolution.
They are the first generation to have grown up with their
memories pooled together in the cloud and the first
generation to instinctively swipe a screen.
Everyone gets this by now. But the critical difference
between those born before 1995 and after is that they don’t
think about technology like you think about technology.
So stop thinking like you, and start thinking like them if you
want to understand what’s happening and what’s going to
happen.
For how wildly original, paradoxical and even otherworldly
this generation is, they are too often reduced to a narrow
and critical view of their behaviour rather than understood
through their lived experience.
THE SOUND
HELLO
FUTURE
MILLENNIAL
(has post-Internet brain)
GENERATION EDGE
(has pre-Internet brain)
1980 - 1995
1995 - 2010
…AND THE STORY CHANGES
04
6. THE SOUND
HELLO
FUTURE
Gen Edge has grown up in a
climate of socio-political
chaos and escalating threat.
This is mirrored by their
experience with technology,
where disruption is the only
norm they’ve ever known.
They are not the marketer’s
ideal of “early adopters” but
instead have been forced to
constantly adapt.
For Gen Edge, the idea of
“mobile-first” is less a question
of preference than the natural
evolution of how personal
relationships should work in the
21st century. Their lives exist in
a state of 24/7 collaboration,
and this continual connection to
their social circle allows them to
work out their thoughts,
feelings and conflicts with
others in real-time, all the time.
DISCERNING
Gen Edge has been targeted
by push and pull content
since grade-school and has
too much choice and is too
media savvy to be forced to
engage with content they
don’t want to engage with.
This is often explained away
as an inability to concentrate,
but is actually proof of their
increased agency.
DISTRACTED
ALWAYS ON
MOBILE-FIRST
ADAPTIVE
ADOPTERS
05
7. Young people between the ages
of 5 and 15 in the UK now
spend an average of 3 hours
per day online, making “online”
and everything it entails their
number one pastime. While in
the US, teens now spend 9hrs
per day in front of some form
of screen.
Smartphones = Adolescence
More important than getting
your driver’s licence in terms of
the freedom afforded, getting
your first smartphone now
symbolizes the beginning of
adolescence. And adolescence
is starting earlier every year.
The average age for a first
phone is now 10.3 in the US,
down from 12 in 2010.
Some call it instant prioritization,
or a rapid fire filter bubble, but
their well-publicized 8-second
attention span is even simpler
than that: They’ve been inundated
with advertising since birth and
will avoid it at all costs unless it
means something to them.
8 SECONDS3 HOURS10 YEARS
- Influence Central, 2016 - Ofcom, 2016
THE SOUND
HELLO
FUTURE
Online is everything
06
They don’t have time for bullshit
8. 8
Unparalleled interconnectedness is what makes my
generation unique. We are so fortunate to have the ability to learn so
much about one another and to collaborate across countries. I think
growing up in this generation has allowed for really open, critical
conversations about the building blocks of our society. Being raised on
the Internet, I think we're more aware and empathetic merely because
of our access to knowledge about other people across the world.
Kelsey Adams, 20, Journalist, Toronto
THE SOUND
HELLO
FUTURE
07
9. GEN
EDGE
THE WORLD
EDUCATION GENDER
SURVIVA
L
C
O
M
M
UNITY
IDENTITY
CONFLICT
C
REATIVITY
EXPERIM
ENTS
THEWORLD
For previous generations, technology was introduced in
segments: A phone for voice communication. A television for
entertainment. A computer for word processing.
Technology extended the senses, but on a sense-by-sense
basis.
The Gen Edge experience is closer to synesthesia than
segmentation; blending together to create an unbroken
membrane between themselves and the world.
Technology isn’t just a piece of hardware or software – it’s a
means of survival, a source of conflict, a mental health
remedy, an education hack, an expression of gender dynamics
and platform for experimentation. All of it is tied to identity
and much if it contains an element of entertainment.
It’s an all-purpose toolbox that allows them to navigate and
negotiate the world they live in. A world that isn’t just physical
but emotional and social.
Technology is whatever exists
between them and the world
THE SOUND
HELLO
FUTURE
08
10. The struggle is realer than you think.
Food, shelter, warmth, power, mobility. We all
have these needs and they are becoming
increasingly intertwined with our devices.
While young people are often ridiculed for
their fear of disconnection, not being able to
connect with your social network or use the
tools you’ve come to depend on presents a
real threat to them, both practically and
emotionally. It’s a threat that can be navigated
– but a threat nonetheless.
25% said that when they
are offline they feel nervous
or anxious.
59%
59% of young people (16-24s)
said they’d feel lost if they
could not access the Internet
compared to just 47% of
adults.
- Ofcom, 2016
25%
SURVIVAL
THE SOUND
HELLO
FUTURE
09
11. The bulk of their real-world drama has been
pushed online.
Social media and other communication
platforms have become the primary arena for
the conflict they experience. Image-based
platforms in particular can be a breeding
ground for internal distress such as the “me VS
my social media self” phenomenon.
But while these platforms create real
problems, they can also provide the solution to
the same problems, acting as both toxin and
antidote.
The #halfthestory campaign and
website was created by 22-year-
old Larissa May to encourage
young people to talk about
virtual authenticity and the
pressures to perform for social
media. It provides a space for
teens to open up about the other
half of their lives that they don’t
share online.
60%
Between 2010 and 2016, the
number of adolescents in the
US who experienced at least
one major depressive episode
leapt by 60%. Many have
attributed smartphone use to
this spike.
#
CONFLICT
THE SOUND
HELLO
FUTURE
10
- US Department of Health, 2017
12. Edgers are more self-reliant and practical than
Millennials, and nowhere is this difference more
striking than in their approach to education.
Growing up with Google means that that
they’ve developed an innately active approach
to learning. Questions never have to go
unanswered, and all possible curiosities are
explored. As such, Edgers grow up constantly
self-educating themselves on anything that they
find mildly interesting. This DIY ethic spills out
into everything they do.
Everyday activities like
cooking, using software and
putting on make-up have been
systematically broken down
into highly popular youtube
tutorials. This is night-school
for teens, available on any
topic, anywhere, for free.
The School of Doodle
website provides a non-
linear and revolutionary
platform for education
targeted at teenage girls
with the aim to foster their
creativity and encourage
them to be loud.
THE SOUND
HELLO
FUTURE
EDUCATION
11
13. CREATION
Ambitious Edgers are
building mini-empires by
flipping coveted brands like
Supreme and Vetements on
Depop: a youth-centric
auction site that balances
creativity with commerce.
More than any other app,
teens today are distinguished
by their love for music.ly, an
addictive lip-syncing app that
perfectly blends performance
with community.
They are self-taught creative polyglots.
They grew up immersed in the tools of
cultural production, and they have begun to
seize them. Where Millennial subcultures
were easily co-opted by brands and
advertisers, Edgers have far more marketing
savvy, are more independent and even more
entrepreneurial. They understand that data
has become inseparable from creativity and
monetization is always within reach.
THE SOUND
HELLO
FUTURE
CREATIVITY
12
14. EXPERIMENTAL
Whereas Millennials used social media for self-
expression, Gen Edgers see it as a laboratory for
identity formation.
Having grown up accustomed to rapidly shifting
circumstances - social, digital, political and
economical, they’ve become natural born
hackers eager to carve out their own spaces
within broader systems. They’re constructing
their identity in one massive open-world
experiment, but have also witnessed the
mistakes of their older Millennial siblings and
Gen X parents and have taken notice.
Edgers are fluid and
adaptable, and will expect
brands to use technology
that reflects this – apps and
interfaces that learn from
their behaviour to create
authentically personalized
experiences.
Snapchat has normalized
augmented reality and
helped push Edgers
towards an appreciation
of the surreal. They like
weird and respect brands
that are able to pull it off.
THE SOUND
HELLO
FUTURE
EXPERIMENTS
13
15. COMMUNITY
At its best, “Online” is a magical place where
they’ve met their closest friends, had a long
line of “firsts” and deepened their existing
relationships.
78%* of social media-using teenagers in the
US said it makes them feel closer to their
friends and 40% said it makes them feel
closer to their family. They don’t see a
separation between digital and physical,
but rather, it’s part of an unbroken
continuum.
32%
In the UK, youth between
the ages of 16 and 24 spend
the largest part of their
media time communicating
(32%). In contrast, adults
spend only 19% of their
media time doing so.
- Ofcom, 2016
Released in early 2016,
Houseparty has grown to have
over 20 million users, 60% of
whom are under the age of 24.
The video chat app was able to
connect with Edgers due to its
ability to recreate real-world
social dynamics.
THE SOUND
HELLO
FUTURE
14
*AP, 2016
16. GENDER
Edgers have a remarkably advanced
understanding of gender dynamics, issues and
politics.
They are far less interested in gender binaries,
with only 48%* identifying as exclusively
heterosexual, compared to 65% percent of
Millennials. As such, they understand the
gender imbalance behind the media they
consume, the software they use and the
videogames they play, and are beginning to
push back.
Obsessee is a social media-only
media brand dedicated to girls and
women between the ages of 14 to
22. The brand, which lives
exclusively on Snapchat, Facebook,
Twitter and the like, has an all Gen
Edge editorial board and tags itself
as a “a content destination for cool
young girls”.
Qamcare, a free analog of GPS-
Watches, won Google’s
Technovation challenge this
year. It was designed by three
teen girls from Kazakhstan who
had a problem in mind that they
wanted to solve: feeling unsafe
while walking home alone after
dark.
THE SOUND
HELLO
FUTURE
GENDER
15
*JWT, 2016
17. The best thing about being young today is that we’re living in a
weird post post-post-modern apocalypse where most
institutions are crumbling and almost every opinion is moot,
and the only answer is to trust yourself and mix everything up.
Tavi Gevinson, Editor-in-Chief of Rookie Mag, 21, Chicago
THE SOUND 16
19. Their relationship with Youtube often
impacts their relationship with
everything else.
They are captivated by Youtube
celebrities because of their authenticity,
openness and relate-ability. And they
look to the platform not just for
entertainment or cultural discovery, but
for anything from education, news,
music or meditative ASMR videos.
Creators and the act of creation is at
the heart of the Gen Edge cultural
experience.
They value the perspectives of these
creators much more than traditional
taste-makers like television, print or
movie personalities.
Part of their appreciation for creators
comes from their level of cultural
sophistication – the Internet has
allowed them to explore and discover
extremely niche interests.
They still value the role of TV, it’s just that
they’ve repurposed it.
While the word “TV” can mean anything from
VOD apps, to watching clips online or binging
on Netflix, the traditional mode of broadcast
television (to an actual television set) still plays
a pivotal role in their life, especially when it
comes to live events.
On an emotional level, they see it as a bonding
mechanism between them and their family
and a comforting “live” presence.
RETHINK
TELEVISION
YOUTUBE IS THE
NUCLEUS
EMBRACE THE
POWER OF CREATORS
THE SOUND 18
20. They take less drugs and drink less
alcohol, but are regulating their mood
with targeted doses of abstract media
blips and they prefer their politics to be
supremely meme-able.
While older generations wrestle with the
idea of whether or not emojis are a
distinct language, Gen Edgers just speak
it, and fluently.
LEARN TO
SPEAK VISUALLY
They’re an eclectic generation open to new
and different things, and tend not to conform
to norms when they have an option.
Because they have grown used to valuing
alternative information sources, they are more
likely to trust the advice of friends or even
strangers rather than authority figures,
organizations, or brands on social media.
An “influencer” can mean anyone they get
their information from, and they often pull
from a variety of sources, some established,
others obscure and personal.
JOIN THE MESH
OF INFLUENCE
They grew up in an over-saturated brand
landscape and have adapted
accordingly. They don’t like being sold to,
but they appreciate brands that are as
fluid as they are.
Brands that get in the way are a
problem, brands that can fit into the
spaces they create, are not.
They’ve also come to value a sense of
privacy and safety, and appreciate
brands that help rather than hinder on
this front or can add a sense of security
to their lives.
INTEGRATE
DON’T DOMINATE
THE SOUND
HELLO
FUTURE
19
21. WANT TO GET TO KNOW
GENERATION EDGE?
We’re obsessed with discovering how young people
are going to change the world in the very near future.
Give us a call and let’s talk.
THE SOUND 20
22. V A N C O U V E R | N E W Y O R K | L O N D O N | T O R O N T O | C H I C A G O | M U M B A I
W W W . T H E S O U N D H Q . C O M
V A N C O U V E R | N E W Y O R K | L O N D O N | T O R O N T O | C H I C A G O | M U M B A I
W W W . T H E S O U N D H Q . C O M