In the second of his two-part series defining the decades, Group CEO for HAVAS Creative ANZ and Global Chairman of HAVAS PR James Wright looks at what the ‘Thirsty 30s’ have in store - and what it means for marketers.
Get ready for the Thirsty 30s. A decade where less means more sustainable living, consumers wrest back control to decide the who, what, when, where and why of their engagement with brands, and being human will give marketers a USP.
When the bubble burst on the prosperous Roaring 1920s, humanity entered a dark era marked by poverty, extremism, a gathering storm of world war, and in the US, the Dust Bowl decade, the Dirty 30s. This century, we’ve flipped the script on the decades. We’re doing the darkness now before the dawn.
The Raging 20s decade of anger and angst we’re living in will make way to a new period of sustainable prosperity, conscious consumption, and considered connections where consumers will not just be ready for next, they’ll be thirsty for it.
As the century turns 30s, Gen Z will be too. The first of the Zedders will join Millennials in having the buying power, job roles and clout to create the sustainable, socially aware lifestyles they crave.
Aging populations will make retiring Gen Xers seeking comfort and adventure a lucrative carrot for marketers too, especially in health, wellbeing and travel. In Australia, active retirees and caravan travelling ‘grey nomads’ are already going ‘SKIing’ - Spend the Kids Inheritance, with no snow needed.
What will consumers will be thirsty for?
Next-level sustainability
Sustainable living where less is more will see consumers value conscious over conspicuous consumption and the sharing economy will boom as they choose to rent rather than buy from across more categories.
Just as software-as-a-service models disrupted legacy technology, everything-as-a-service models could see brands marketing to community co-ops formed by consumers living in the same street or apartment block who jointly buy and share items they only use occasionally.
A thirst for reuse will see the circular economy proliferate, with more retailers following the Ikea model of buying back their own products from consumers to re-sell at a discount to those who don’t want to buy new.
Volvo is already positioning itself to both quench Gen Z’s thirst for environmentally responsibility and drive brand engagement and loyalty, committing to make electric vehicles only by 2030, introducing short-term subscription-based ownership on entry level models, and engaging a YouTube and TikTok creators to build direct relationships and loyalty with 18 and 19-year-olds.
An Experience Era
After spending the Raging 20s trapped in lockdown and then a cost of living crisis, consumers in the 2030s will have a thirst for experiences with brands establishing new ways to engage as emerging technology goes mainstream.
As the Internet of Things evolves, marketers could use the Internet of Senses to offer digital food samples consumers can taste and smell, or serve ads and content as full sensory experiences, where you feel vibrations in your feet or the bass from music in your chest.
Events will be merged interactive experiences, blurring boundaries across games, sport and esport, performance, exhibitions and education. Tele-presence, holograms and avatars blending physical and virtual worlds will bring new ways to engage in more places and new types of branding and sponsorship opportunities - from mass and mainstream to niche and personal, with personal virtual arena events for one.
Innovation, Convenience and Control
Gen Z was the first generation born into a digital world. In the Thirsty 30s, they’ll be seeking, creating and using what’s next in tech, from web3 decentralised digital platforms to generative AI that will make the first generations of ChatGPT feel like the days of dial up modems.
A backlash against a decade of misinformation and deep fakery will make consumers thirsty for greater control over their data and privacy - and communications targeting them. AI digital personal assistants could vet and manage the messages that reaches consumers. The algorithm may still serve ads, content and news ‘suggested for you’ (privacy permitting), but it’ll have to get past the virtual PA exclusion zone first.
Consumers will want authenticity and authentication in the Thirsty 30s, with news, images, products, product sustainability claims and communications fact checked, verified and guaranteed as real, human, true or unedited. Effective communications, messaging, offers and targeting will be more important than ever.
Connection - Being human beats bots
Being human will become a point of difference. In the Raging 20s, we’ve come to understand the always-on connected tech meant to bring us together has left many feeling more disconnected than ever.
Products and services that come with a human touch will be highly desirable among consumers thirsty for real connection. People could pay a premium for in-person experiences, services and interactions - or to enter physical stores instead of online shopping. Luxury stores already have people queue for the privilege to enter, and open exclusively for those with deep enough pockets. Products labeled human-made, not just hand-made, will be sought after (as long as they’re sustainable).
In a Thirsty 30s world where tech and AI are omnipresent, being human will be a compelling selling point for marketers who can do what the bots can’t - connect through emotion. Showing empathy and alignment in values to build emotional connections and loyalty will be as important in the next decade as it is today.
We are halfway through the Raging 20s. By identifying and building emotional connections for long-term loyalty with those who will matter most to your brand in the 2030s now, you will be able to fill their cup when they are thirsty for more in the new decade.