Matt Britton has spent 25 years tracking how brands reach different generations. He says AI is accelerating change 50 to 100 times faster than before, hardware is still how people access culture, and status now comes from social updates instead of visible goods.
I've spent my Entire career about 25 years helping big brands decode the new consumer. And the new consumer has changed throughout my career. At first the new consumer was millennials, the first generation I grew up with the Internet, then it was Gen Z. First generation to grow up with the mobile device in the household. And now we're entering the world of gen Alpha, which is the first generation. I grew up with AI in the household and I think we're about to enter new paradigm.
The great thing about AI is it's a technology that doesn't need to be understood by a technologist. And the difference between the Internet in the 2000s and AI today in 2024 is the rate of change is 50 to 100x. I would buy a company that makes TV consoles and would give them to high income consumers for free because hardware is sort of the last mile for content. You see that with the iPhone. And I think whoever controls that last mile of distribution is going to win. Stat update is the new status symbol. The status update is the new status symbol. In the 90s and early 2000s, people would build their personal brands and status to society. Buy cars, houses, watches, sneakers.
I mean, you are the guy who's convincing brands where to spend their money. I mean, how does this stack up to you.
Is probably the most overlooked part of business is that what does the person really want? Oh, I want to sell more deodorant. No. Oh, I want to get promoted. No, you actually want to get a bigger house. This is what you really care about and I'm going to help you get there. To thrive in a rapidly evolving landscape.
Brands must move at an ever increasing pace.
I'm Matt.
Brittany. Welcome to the speed of culture.
Impact on their business isn't just going to be marketing to people, but marketing through people. That people are going to take their spot, they're going to share it, they're going to get a lot of buzz in places like YouTube prior to the super bowl starting, obviously in an urbanization movement, young people are sacrificing the space and privacy for connectivity and community.
Suzy changes the way research gets done integrating quant qual and high quality audiences into a single connected research cloud.
All right, we will leave it there. And the book is Youth Nation. Matt Britton, congratulations. We'll see you soon.
