From 'dad-cing' on TikTok to 'granfluencing' on Instagram, Boomers are catching up with Gen Zers’ social media use, relishing the sense of community and activism these platforms provide. What can brands do to reach Boomers in this spirited social tech space that is hugely void of ageism?
Henry Rose Lee is a consultant, TEDx speaker, and intergenerational expert. Her latest book is ‘The Code for New Leaders’.
Michael Wood is a generational expert and co-founder of 747 Insights. He specialises in conducting market research studies that uncover key generational insights and implications for clients.
Research suggests that a minority of American Twitter users account for the vast majority of political messages on the platform, with over-50s leading this discourse. As social networks become more splintered along generational lines, their politics are also becoming more polarized.
Social media has become omnipresent in our daily lives and is a fundamental resource for understanding the world around us. But what impact does society's evolving relationship with the news and Big Tech platforms have on our individual understanding of conflicts and crises?
The physical restrictions imposed during the pandemic caused the digital divide between generations to close drastically as Boomers turned to tech in their droves. But how exactly have they been using digital tools to entertain themselves, connect with loved ones, and maintain their wellbeing?
With QAnon and conspiracy theories impacting mainstream discourse, tech companies are having to take greater control of what’s published on their platforms. Increasingly active on social media, American Boomers are caught up in the misinformation wars - but what draws them to fake news?