To some extent, marketers are constantly dealing with the future. We gamble with trends and positioning, we make estimates, projections and create budgets. We plan and strategize around our products, services and brands ... and segment, slice and dice the demographic data that represent our audiences.
But things are changing... because the world is changing. But also because our audiences are.
This video is another in the series produced by Michael Wesch at the Kansas State University. It is four minutes long and provides an insight into the lifestyles, aspirations and realities of today's students ... the very same students who inhabit (or very soon will) the lucrative demographic groups that marketers and advertisers crave. The video starts with the following quote:
“Today’s child is bewildered when he enters the 19th century environment that still characterizes the educational establishment where information is scarce but ordered and structured by fragmented, classified patterns, subjects, and schedules.” -- Marshall McLuhan, The Medium is the Massage, 1967.
But as the video goes on to show, the order, structure and scheduling imposed by the educational environment (that still exists) has been entirely subverted by the behaviors and actions of the restless participants in these classes. What is clear is that this "audience" is fundamentally different to all that have come before. It is participative. Active. Engaged. And more networked than Google.
The seismic shift that is occuring here shows that "value" and even some forms of "education" are found not within the walls of the institution but elsewhere. And interestingly, one of the underlying themes of the video is "relevance" ... with the students making it abundantly clear that they will seek out relevance -- ignoring or discounting other forms of value (whether it is educative or even financial).
So what does this have to do with marketing? With brands?
Perhaps nothing ... if you don't want to stay in business. But the future is going to be a very different place ... take a look again ... the writing's on the wall.
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Comments
Gavin, great piece (not just the video but your thoughts). We (as in we marketers) are focused on what these technologies are doing insofar as the biz environment. Incredible when we think about the implications to academia.
Much to think about so I'll likely weigh-in more after I've had some more caffeine this morning ;-).
Thanks for sharing. Institutions always lag behind customers wants and needs. Forty years ago, my needs as a college freshman were ignored as well, and what I faced at the University had nothing to do with what was changing in my world.
I believe the lesson here isn't that something new and different is happening. It isn't. Every generation from the beginning of time dealt and deals with change. Institutions, including businesses, lag behind because they fear change and cultures are slow to adapt to change, even within progressing and flexible institutions.
I don't see any difference to that reality today than when I was a college freshman. What is true is that as we move into the future, change happens at an ever-faster pace.
Pretty interesting, Gavin -- thanks for posting it. Audiences really are changing. My son is almost old enough to be sitting in one of those seats.. and I felt like I was watching him at work -- multitasking away.
P.S. This line totally cracked me up, "I Facebook through most of my classes." lol @ "Facebook" as a verb!
Gavin, thanks for tackling a challenging subject. It's difficult to defend the relevance of today's educational system.
That said, I may be in the minority, but I believe that each person is responsible for their own actions and will get out of it (education), what they put into it.
I can also see, from this video post, why some professors ban laptops in the classroom...
Gavin, one issue to face for the future of the world is still the limited access to new technology in the countries where natality is higher.
China is banning social network and search engine not respecting the ideology of the leading party. Africa is still 50 years after, other Asian countries struggles with censorships problems as well as with poverty and poor education level.
That said, are we sure that the lucrative market is done by these young guys and girls and not by the 30s and 40s that may retire soon?
In the west we are seeing a massive change in the nature of power. As those in their 40s and 50s approach retirement, decision making will be taken up by an increasingly younger generation. While they may not have the private wealth of the baby boomers, they will certainly have huge INFLUENCE and responsibility across all levels of society.
So yes, the "gray economy" will be important and influential, but I have a feeling that decision making power will have no choice but to shift to the younger generations.
Comments
Gavin, great piece (not just the video but your thoughts). We (as in we marketers) are focused on what these technologies are doing insofar as the biz environment. Incredible when we think about the implications to academia.
Much to think about so I'll likely weigh-in more after I've had some more caffeine this morning ;-).
Posted by: CK | 10.22.07
Gavin,
Thanks for sharing. Institutions always lag behind customers wants and needs. Forty years ago, my needs as a college freshman were ignored as well, and what I faced at the University had nothing to do with what was changing in my world.
I believe the lesson here isn't that something new and different is happening. It isn't. Every generation from the beginning of time dealt and deals with change. Institutions, including businesses, lag behind because they fear change and cultures are slow to adapt to change, even within progressing and flexible institutions.
I don't see any difference to that reality today than when I was a college freshman. What is true is that as we move into the future, change happens at an ever-faster pace.
Posted by: Lewis Green | 10.22.07
Pretty interesting, Gavin -- thanks for posting it. Audiences really are changing. My son is almost old enough to be sitting in one of those seats.. and I felt like I was watching him at work -- multitasking away.
P.S. This line totally cracked me up, "I Facebook through most of my classes." lol @ "Facebook" as a verb!
Posted by: Ann Handley | 10.22.07
Gavin, thanks for tackling a challenging subject. It's difficult to defend the relevance of today's educational system.
That said, I may be in the minority, but I believe that each person is responsible for their own actions and will get out of it (education), what they put into it.
I can also see, from this video post, why some professors ban laptops in the classroom...
Posted by: Paul Barsch | 10.22.07
Gavin, one issue to face for the future of the world is still the limited access to new technology in the countries where natality is higher.
China is banning social network and search engine not respecting the ideology of the leading party. Africa is still 50 years after, other Asian countries struggles with censorships problems as well as with poverty and poor education level.
That said, are we sure that the lucrative market is done by these young guys and girls and not by the 30s and 40s that may retire soon?
Posted by: gianandrea | 10.23.07
Fascinating insight - changing media consumption right there.
M
Posted by: Michael Stewart | 10.23.07
Gianandrea ... access to technology is a huge challenge. However, the SCALE of change, if not its pace is what is challenging (see for example this post/video.
http://servantofchaos.typepad.com/soc/2007/09/shift-happens-2.html
In the west we are seeing a massive change in the nature of power. As those in their 40s and 50s approach retirement, decision making will be taken up by an increasingly younger generation. While they may not have the private wealth of the baby boomers, they will certainly have huge INFLUENCE and responsibility across all levels of society.
So yes, the "gray economy" will be important and influential, but I have a feeling that decision making power will have no choice but to shift to the younger generations.
Posted by: Gavin Heaton | 10.25.07