By Robert Wheatley

Generational shift ushers in new era

With uncertain market conditions, upheaval in traditional communications channels and consumer behavior in a constant state of flux, it simply doesn’t pay to assume what you did this year and the “rules” that governed your strategic thinking, should remain unchanged in the year ahead.

Continued expansion of niche markets and the evolution of sub-segments of consumer “tribes” will remain as a constant. The product development world still favors mass customization and segmentation in nearly every category. Consumers also show an unrelenting desire to congregate socially in communities of shared interest.

That said there are over-arching trends that should be considered as we look towards communicating effectively in 2009. Roy Williams had an insightful post in November at his Monday Morning Memo blog that built off a book titled Generations, published in 2003. The book chronicles a curious behavior in Western society the authors assert is as predictable as the sunrise and set: a generational pendulum swing that moves back and forth between an Idealist mindset and a Civic perspective.

Baby boomers (I am one of them) may have been one of the most obvious examples of this collective attitude shift when, in 1963 a new era of Idealism was introduced. Says Williams – “By the end of 2008 there won’t be a Baby Boomer left in America. The last reluctant holdout will finally admit that Woodstock is over, Kennedy is dead and the Idealism of the 60’s was a wistful dream.” Williams makes the case the final move to the other side of the pendulum swing, — to a Civic point of view — will be complete at the end of this year.

This new global mindset should be factored into communications and selling strategy in the year ahead. Here in summary are several of Williams’ recommendations:

Efficiency is the new service

With busy lifestyles getting busier and communications technology allowing for instant access to information on what products to buy and where, consumers will be looking for a combination of quality, price and quickness. In this scenario, efficiency in customer interaction wins out over high touch, relationship selling.

Authenticity reigns supreme

Today’s consumer comes equipped with the most highly refined bullshit detector ever devised. It is sensitive, accurate and always on. So in today’s era of “conversational” marketing and consumer control if you don’t or won’t admit a mistake or misstep, they may not believe the other things you have to say. Keep it real!!

Horizontal connectedness

Gone now are the days of defined and categorized vertical social worlds. Labels like white collar, blue collar are not salient. The new American dream isn’t about pulling ahead of others, it’s about being a productive team member. Winning is less important than belonging.

The new mass media is… word of mouth

Technology is empowering. It is also unforgiving in its ability to facilitate radical change. Now we have instant access to everything. Viral marketing was not created by an agency. It is an outgrowth of a horizontally connected world where people share their discoveries, and work to help each other avoid mistakes.

Stop boasting

Talk is cheap. And as we’ve said repeatedly in this blog, actions speak louder than words. Telling people what you believe is not the same as showing them. What are the “proofs of claim” in your communications? How can consumers experience these things for themselves? Messaging about how great you are is less compelling.

So here’s the call to action for 2009: what higher strategic purpose can your brand align itself with that transcends the obvious “I’m trying to make a sale here” interaction with consumers? How can you be more genuine, authentic, credible with consumers who expect brands they prefer to be a reflection of their own needs and passions?

Says Williams – “In the words of Bill Bernbach, I’ve got a great gimmick. Let’s tell the truth.”