Marketing to the DIY Generation

With platforms like TikTok exposing millions of people to knowledge they never had access to, we’re witnessing the reign of the DIY generation. Brands are no longer able to gatekeep information from consumers, allowing creators to spin themselves to fame through often divisive and bold views on what and who to boycott.

Shared knowledge is a positive force exposing people to answers they wouldn’t find elsewhere, changing how we consume and research brands, but it also puts more pressure on media literacy while navigating through information that’s not regulated or fact-checked by anyone. 

This week, we discuss:

• How DIY and knowledge era impacts brand comms and marketing
• Pros and Cons of shared knowledge
• Things we’ve learned on social, and major movements we've seen take shape

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