YOUR NEXT CUSTOMERS DON'T THINK LIKE YOUR CURRENT ONES - HERE'S HOW TO REACH THEM

LinkedIn CEO Ryan Roslansky recently described this moment as the "messy middle", a time of accelerated AI change, shifting expectations, and audience fragmentation. It is messy. But clarity is the advantage brands need.

1. Clarity: Your Strategic Superpower

When everything moves fast, clarity does not slow things down; it helps them move smarter. Brands that succeed are clear about who they are, who they serve, and how they are evolving.

This means:

• Sharpening positioning for instant understanding
• Prioritising purpose and saying no to distractions
• Evolving core narratives to speak to both loyal, long-standing customers and the next generation of buyers, whose needs, behaviours, and expectations may be very different

2. Community Over Campaigns

Social platforms are no longer just ad space; they are trust spaces. Short-form video, creator collaborations, and authentic user-generated content are where real connections happen.

• TikTok, Instagram Reels, and live shopping are not gimmicks; they are trust accelerators
• Creator-led storytelling can help brands bridge the generational gap, engaging younger audiences without alienating existing ones
• Emerging formats such as meme marketing are becoming mainstream, but must remain authentic and human

3. Purpose Is Now a Basic Expectation

Today's audiences, especially Gen Z, expect more than products. They want visible values, authentic action, and transparency, not just polished messaging.

4. AI Is No Longer Optional

AI has moved from being a novelty to the new baseline. Smart brands are using it not just for efficiency but for personalisation and proactive consumer insight.

• Predictive analytics and AI-driven personalisation are already shaping marketing in 2025
• Ethical use matters, bias, privacy, and authenticity must be front of mind as AI becomes more embedded in marketing strategies

5. The Experience Economy Is Here

Customers are not just buying products; they are buying into experiences, stories, and communities. Brands that understand this shift are building deeper, more sustainable relationships.

The Bottom Line

Your next customers are not just younger versions of your current ones. They think differently, buy differently, and engage differently.

The brands that will win are those that evolve their strategies to meet these new expectations while staying true to their core values.

The messy middle is an opportunity for those brave enough to navigate it with clarity, authenticity, and purpose.