A recent study from global research firm GWI highlights a growing disparity between how marketers and consumers perceive brand identity.
Marketers are 58% more likely than consumers to favour brands with a ‘youthful’ image and 87% more likely to want brands to appear ‘trendy’. However, only a small percentage of consumers (8%) share this preference for youth-centric branding.
This data underscores a key challenge in modern marketing: aligning industry perceptions with consumer expectations. The trend could be influenced by the fact that younger generations, particularly Gen Z, are increasingly filling marketing roles. Currently, 47% of marketers are Gen Z, a stark contrast to the 21% of the overall working-age population.
Additionally, marketers spend significantly more time on social media, with more than twice as many marketers spending four or more hours daily on these platforms compared to the average consumer. This behaviour, along with an 85% higher likelihood of identifying as ‘non-traditional’, influences not only their buying habits but also their approach to branding and marketing strategies.
Influencer Marketing and Representation Gaps
Marketers’ heavy reliance on social media has contributed to a stronger emphasis on influencer marketing. GWI’s research shows that marketers are 97% more likely than consumers to buy products recommended by influencers, a trend that may be distorting the true impact of influencer-driven campaigns on broader consumer behaviour.
Another key insight from the research is that marketers are 67% more likely to feel represented by advertising compared to the average consumer. This raises questions about whether current marketing campaigns are too reflective of marketers’ personal experiences and preferences, rather than those of the target audience.
Chris Beer, Analyst at GWI, commented on these findings: “In the UK, people over 50 make up 40% of the population but control a massive 80% of the wealth. Despite this, too many marketers seem laser-focused on winning over Gen Z, often overlooking the wealth and diversity of older audiences.”
Beer pointed out that the youth-centric focus could stem from the younger demographic of the marketing industry itself, leading to campaigns that cater more to marketers’ own generation than to the broader consumer base.
Understanding the Broader Consumer Base
Marketers’ focus on younger audiences could also be linked to the growing dominance of digital and social media marketing, where Gen Z is particularly active. With younger marketers naturally more attuned to their own generation’s preferences, there’s a risk that this focus might overshadow the needs and preferences of other demographics.
Beer emphasised the importance of conducting thorough research to build effective marketing campaigns. “Looking beyond your own experiences is essential in marketing, and that takes serious research. Starting campaigns with an effective audience research and insights phase is the key to making marketing more effective — and moving beyond our industry obsession with youth,” he said.
As marketers increasingly target younger consumers, there is a growing need to ensure that campaigns are reflective of the diversity within the broader consumer base, particularly older audiences who hold significant buying power.
Rethinking Brand Strategies in B2B Marketing
For B2B marketers, this research highlights the importance of balancing youthful branding with a broader appeal. While social media and influencer marketing remain valuable tools, focusing too heavily on younger audiences may result in missed opportunities with other key demographics, particularly decision-makers in older age groups.
Ensuring that brand strategies are informed by comprehensive audience research and not just personal or industry preferences is critical to maintaining relevance in an evolving marketplace. By considering the full spectrum of consumer needs and expectations, B2B marketers can develop more inclusive campaigns that resonate across generations and deliver more meaningful engagement.
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