By Jesse Cecchetto

In our #FutureForward series we ask members of our ruckus family to share their insights into what two skills they think will still be relevant in public relations, communications, marketing and digital in 30 years.

Nicole Pomeroy , senior integrated media strategist at ruckus Digital, discusses the importance of understanding your target audience as a communicator.

As PR and marketing practitioners, it’s our jobs to challenge the status quo and guide brands through the fast-changing media landscape. It’s hard to say which platforms are around for the long haul, but the importance in understanding your target audiences and knowing what motivates them will always be key.

From a simple scroll through your Instagram feed, or walk downtown, it’s blatantly obvious that we live in a world cluttered with vast amounts of luxury and household goods. From brunches filled with avocado toast and glasses of bottomless mimosas – millennials often get a bad rep for their “basic” lifestyle.

The most popular brands today among millennials are the ones that understand their daily struggles. Regardless of indulging in overpriced avocados, the reality is that millennials are often labeled the “brokest generation” with a low chance of owning a house and the demand of a post-secondary education for employment, followed by a load of serious student debt. As a result, their buying demand has shifted from material things to experiences.  

When young people today choose to spend the little money, they are more interested in spending money on experiences. Finding those things bring them happiness (like the perfect avocado, or a selfie worthy exhibition), and helps to raise their social currency amongst their peers.

While targeting millennials, brands continue meeting the demand of offering experiences instead of possessions. We’re seeing brands adapting to this movement using miniconcerts, yoga classes and cafes to draw consumers through its doors. Today’s brand ROIs are seeing high engagements through branded event hashtags, user generated content on social media, and increased awareness through word of mouth from these experiences.

In addition to connecting IRL (in real-life), we’re seeing more online design trends that take on a more emotional design, connecting more intimately with the consumer.

Just as we’re seeing millennial’s view ownership differently than previous generations did, upcoming generations will continue to have different habits that will both take businesses by surprise. It’s safe to say, knowing your audiences is and will always be key.

Nicole Pomeroy is a senior integrated media strategist at ruckus Digital. Need help with your social media approach? Drop us a line.

In our #FutureForward series we ask members of our ruckus family to share their insights into what two skills they think will still be relevant in public relations, communications, marketing and digital in 30 years.

Katie Boland , account director at APEX Public Relations/ ruckus Digital, discusses why curiosity is an advantageous skill to bring into the workplace, and how you can put it into action.

The pace of our work in communications seems to accelerate as each year goes by, so when asked what skills will be needed in our profession decades from now, a couple things came to mind.

Within the last 10 years that I’ve been practicing communications, the workplace has evolved and changed significantly from tearing down the cubicle walls, to digital tools that teams use to collaborate from the comfort of their homes if they choose to do so.

With this evolution, there are more options for communicators to make the work environment flexible and accessible for all people. Yet every opportunity, comes with its own challenges or weaknesses.

Regardless of future technology and media changes, there are skills that will still be valuable regardless of the channels, tools or applications we use. For me, the skill of curiosity has helped me stay relevant and open-minded.

Don’t let change hold you back

As a highly anxious person, there are things that I will also go back to because they’re comfortable and reliable, such as a great movie, a good meal or favourite outfit.

Ironically, within the workplace, I’m always curious about new tools and exploring new channels, tactics or opportunities. Working with brands always trying to stay relevant, there is a stigma about not becoming the next Blockbuster Video or Kodak Film (a couple brands that didn’t adapt)Their work teams could have helped these brands evolve by practicing the skill of curiosity.

How can you become more curious?

1. Ask more questions. There are no dumb questions, just missed opportunities. Even if you’re the most senior person in the room, you should always be challenging and ensuring you’re clear on the direction or answers.
2. Try something new. Seek out new knowledge or experiences on a regular basis. Whether it’s reading a new book, podcast or networking to meet new people. Keep your curious funnel full.
3. Take a different perspective. Be a devil’s advocate and seek out new and diverse perspectives. Looking at a problem or opportunity from a different angle can help you see things in a new way.

Katie Boland is an account director at APEX Public Relations and ruckus Digital. Need help with your social media approach? Drop us a line.