From TikTok to Avocado Toast: Staying Relevant Across Generations

A black-and-white photograph depicting a group of four people standing by a canal. From left to right: an older person wearing a puffer jacket and a cap, a man holding a small child, and a young girl with her back to the camera. In the background, there are trees and two buildings—a large white building with arched windows on the right and a brick building partially obscured by foliage on the left. The scene has a peaceful, reflective atmosphere.

Published on December 19, 2024

Did you ever watch the hit reality TV show, Project Runway? It features aspiring fashion designers competing in weekly challenges to create the best clothing designs in an effort to catch the judge’s attention, stand out from their fellow competitors and avoid being sent home. The show’s iconic host, Heidi Klum, was known for her famous line, “In fashion, one day you’re in and the next day you’re out.” For 16 seasons of the show, fans waited in anticipation for Heidi to tell the eliminated contestant in her endearing German accent, “I’m sorry. You’re out.”

In today’s crowded and competitive environment, consumers are the judges. They tell brands if they are “in” or “out” with their hearts, minds, and wallets. This leaves brands with a burning question to answer: How do we stay relevant with audiences across multiple generations and ages?

It starts by knowing your audience – a simple answer with multiple layers of complexity. Let’s break it down.