B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • State of Origin
  • NRL
  • WPP
  • Pinterest
  • Thinkerbell
  • B&T Women in Media
  • imaa
  • AFL
  • Anthony Albanese
  • Spotlight on Sponsors
  • AI
  • Meta
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Millennials And Execs Don’t Think The Same And That Means Big Headaches
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Disruption > Millennials And Execs Don’t Think The Same And That Means Big Headaches
DisruptionFeaturedMedia

Millennials And Execs Don’t Think The Same And That Means Big Headaches

Emma Mackenzie
Published on: 20th May 2015 at 6:00 AM
Emma Mackenzie
Share
2 Min Read
SHARE

There is a generational gap in the media landscape, said Ira Kaufman, CEO of digital strategy company, Entwine Digital.

Speaking at the digital disruption conference, Daze of Disruption in Sydney, Kaufman explained to the audience how the digital landscape has very different values to the traditional landscape.

“The world of digital is a little bit different,” he said. “The society, the culture, which is a global society, has a different set of values. They have values where transparency rules the way they live, the way they post, the way they communicate – it’s a different world.”

Millennials have grown up with this digital era, and have become accustomed to these altered values.

“What about the executive?” asked Kaufman. “The traditional executive who’s marketing to these guys, to these millennials and connected generation.

“You’re dealing with a group of traditional executives who covet information, and market it to a whole connected culture which is transparent about this.”

Many CEOs and the C-suite of employees are very traditional in their values, he added, “very traditional, very happy for making significant profits for the last five years, very happy with their marketing strategies…very egocentric about it”.

“But what about the Millennial,” he said. “They want to change everything. They don’t believe in that strategy. They want to communicate differently.”

So we have two cultures which aren’t thinking on the same wavelength, argued Kaufman.

“One is marketing to another culture that doesn’t even understand how their culture thinks, or doesn’t accept it.

“Let me tell you, everybody in this room knows how hard it is to change your values and operations. It’s a hard process. But if you really want to find success, you’ve got to begin to work in this area.”

One video Kaufman believed summed it up nicely, was one created by Microsoft, below.

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Advertising Standards Bureau, Eardrum Australia, Joshua Spanier, reno rumble, Seven News
Share
Emma Mackenzie
By Emma Mackenzie
Follow:
Emma Mackenzie was a reporter at B&T from 2015 - 2016.

Latest News

Google DV360 Joins OzTAM As Latest VOZ Streaming Partner
15/07/2025
IMAA CEO, Sam Buchanan.
IMAA Backs ACCC Call For Urgent National Regulatory Reform On Digital Media & Advertising Platforms
15/07/2025
QMS’ MediaWorks Is On Track For More Exposure With Auckland Transport Win
15/07/2025
A Paramount+ drone lit logo above the Sydney Harbour Bridge
Paramount & Magnite Partner To Unlock Programmatic Access To Paramount+ Ad Tier
15/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?