A Corporation Learns to Show Its Sensitive Side
In an age of retro and comebacks, it seems that the 1960s "anti-establishment" vibe lives again among today's teens. And today's marketing-savvy young people are even more sensitive to being sold to than their '60s counterparts. Today's youth is quick to distrust large companies. They would rather support the little guy than add to the already bulging wallets of Corporate U.S.A.—even if it means spending more on an indie product. This phenomenon creates a sticky situation for big business—how can you make the "Big Guys" likeable to the New Consumer?
Today's youth, as youth eternally, does not appreciate being told what to do (or what to buy)—a phase of development that could be referred to as the "you're not the boss of me" years. Considering that teenagers are beginning to develop their own tastes and personalities, this is a time when individuality is most important. So when large companies appear to allow limited choices, or limited competition, teens react with resentment and are quick to label these corporations "monopolies." These feelings are especially strong when big business meddles with something that is personal or sentimental.
During a strategy session for a large client we recognized that our task was to overcome this preconceived notion of big business. Interviews with our Culture Consultants produced unsolicited descriptions of this client as "the Man" and, the most dreaded, "monopoly." To make matters worse, our client's products involved teens' personal, intimate feelings and experiences.
To soften the perception teens had of this large company as cold and callous, we needed to make it more acceptable, more likeable (We weren't even trying to make them "cool"; that task seemed unattainable). It was time to play down the corporate image. It came as a blow to our client, but the strategy involved and empowered our audience—it's all about the teens, not about the brand. By stepping back and taking a supportive approach, the company suddenly had a soul. The unfeeling corporation began to take on a human side, showing respect for individuality and personal choice.
Gen Y is an idealistic group, with deep emotions and strong personal convictions—a generation that questions authority and wants to do the right thing. Although this group doesn't see big business as inherently evil, corporations must demonstrate to New Consumers that they have integrity and exist for the right reasons. Anti-establishment sentiments need not mean the end of corporate giants, but do mean that these giants will have to show some heart.