We want naturalness, horizontal relationships and less posturing.
We are increasingly connecting with a “live” version of things, in which authenticity and real experience replace the retouched and perfect brands that no one believes anymore.
For example, the 2020 chimes where Ibai Llanos brought together half a million viewers on Twitch at its peak audience. A streaming platform that was born at the dawn of the gamer world and that owes its success to a combination of authenticity and community feeling, achieved through content without filters or scripts that gives us the possibility to interact between viewer and transmitter.
Ibai’s feat is just one example that highlights the new relationships of the younger generations with brands, prescribers and the media. A paradigm shift to which brands must pay attention and react in time so as not to lose relevance.